"Higher Adwords CTR and Higher Quality Score = Lower CPC & Better Positions"

That was actually the last sentence I wrote for a possible new client we've been courting, while trying to sum up the idea of why someone would even hire us in the first place. Actually it went like this...

Why better? Very simple. Better targeting = higher CTR. Better landing pages = higher Quality Score. Higher CTR and higher Quality score = lower CPC & better positions. All of that = way more clicks for less money!