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:
- Choosing the right keywords
- Writing an advert that appeals to the user
- Bidding the right amount to ensure the prominence of the advert
- Ensuring that the user is taken to a webpage that appeals
directly to their particular interests
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