Webinar: PPC Kickoff – Getting Started With Paid Search

Posted on | July 27, 2011 | No Comments

PPC Kickoff: Getting Started With Paid Search
What is Pay Per Click (PPC)?
Pay Per Click (also known as search engine marketing, SEM, or search advertising) is an Internet advertising model where advertisers run text ads on search networks (like Google and Yahoo/Bing), and pay each time an ad is clicked. Advertisers bid on keywords — words or phrases they hope a user will type in to a search engine — and ads appear alongside organic search results.
The moment a user enters a keyword into a search engine, an instant auction takes place behind the scenes determining which advertisers’ ads will be displayed and in which order. The auction takes into account not only the bid price, but also the ad’s relevance to the query and several other relevancy and quality-related criteria.
Quality Score is Google’s way of determining which ad is the most relevant, and the Yahoo/Bing Search Alliance has a similar model. The relevance of the keyword to the ad and search query, the quality of your landing page, and click-through-rate are just some of the many factors that go in to calculating Quality Score. Paying attention to your Quality Score is crucial to help you rank well for keywords without spending a fortune.

Duration : 0:38:44

[youtube V1TRr79pFZs]

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