What is Pay Per Click (PPC) Advertising?

Pay Per Click Advertising involves placing textually based ads on a search engine results page (SERP). An advertiser only pays for the placement of the ad when someone actually clicks on it regardless of how many impressions the ad receives. The cost per click is determined by the maximum bid amount specified by the advertiser on a keyword as well as the advertiser’s quality score on that keyword. The quality score is determined by the search engine and can only lower the advertiser’s cost per click if the quality score is high. A low quality score can not raise your cost per click higher than your maximum bid amount but can raise your minimum bid amount.

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