This is probably the most simple explanation I've seen yet of how Google PPC bidding works & how increasing / improving certain factors within your ads to make them better for users will actually lower your overall PPC spend.
Essentially a higher quality, more targeted & more well written ad will attract a higher click through rate & therefore improve the ad rank quality score. The actual cost per click is determined by the quality score of the ad & the maximum cost per click ... therefore a higher quality score means a lower cost per click and higher ad rankings. A win/win situation.
Wednesday 2 June 2010
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