Your client wants to improve her ad position. What would you recommend?
Improve the ad quality and increase bid amount
Add more keywords and increase daily budget
Improve Quality Score and decrease bid amount
Make the ad headline longer and more descriptive
The order in which your ad appears on a page in relation to other ads. An ad position of “1” means that your ad is the first ad on a page. Ad position is determined by a formula called Ad Rank that gives your ad a score based on your bid, the quality of your ads and landing page, and the expected impact of extensions and other ad formats. So even if your competition bids more than you, you can still win a higher position — at a lower price — with highly relevant keywords and ads. Your Ad Rank is recalculated each time your ad is eligible to appear, so your ad position can fluctuate each time depending on your competition at that moment. Ads can appear on the top or bottom of a search results page.
Ad position is determined by your Ad Rank in the auction. Your Ad Rank is a score that’s based on your bid, the components of Quality Score (expected clickthrough rate, ad relevance, and landing page experience), and the expected impact of extensions and other ad formats. If you’re using the cost-per-click bidding option, your bid is how much you’re willing to pay for a single click on your ad
Read more here: https://support.google.com/adwords/answer/1722122