I believe that you have already looked at the official Google video on how the Google Adwords. If you are not located here: Introduction to the Google Ad Auction .
Except that video is very easy to explain the basic functioning of the PPC platform also allows you to very specifically says that you can not bargain or advertise if you have optimized web site. One of the important little things that affect the Quality Score and, therefore, the price and display ads themselves are landing pages or pages that you send to visitors when they click on your ad. If these sites are not optimized to be the question is whether you will be spinning all your ads and how much you pay for them. Send a visitor to the wrong landing page, Google will stop you quickly spin your ads because you will be poor Quality Score. If your content pages corresponding to ad Google will quickly put out an ad or increase the cost per click.
If you want to check how the basics of optimization are affecting your sponsored advertising on Google, just change the title tag that does not correspond to the contents page and soon you'll see the difference in price and number of ads if the ad will be spinning at all.
