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Key concepts in Google pay-per-click advertising |
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Google Pay-per-click advertising essentially works like this: An advertiser will link a two line text advert to one or more keywords. Whenever a search engine user types one of these keywords, the advert linked to that keyword will be displayed. The position and prominence of the advert depends on the price the advertiser assigns to the advert, compared to all other advertisers competing for the same keyword. If the user clicks on the advert, the advertiser pays the amount bid for the click, and the user is taken to the advertiser’s chosen webpage. From this it should be clear that there are a number of key factors in the success of an online PPC campaign:
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