Pay Per Click or PPC Optimization is actually a paid advertising service whereby advertisers have to pay for every click generated by your targeted visitors. If you run the PPC Campaigns appropriately and targetted you can generate a good amount of leads and conversions to your business. So, in this module, we will teach you how to run your PPC Campaigns.
The actual position of your ad is determined by your ad rank (Maximum Bid times Quality Score). The highest ad rank gets the 1st ad position. Your actual CPC will be determined by the ad rank of the next highest ad below you divided by your Quality Score. The only exception of this rule is when you are the only bidder or the lowest bid in the AdWords auction; then you pay your maximum bid per click! AdWords bidding heavily penalizes advertisers who bid with low-quality scores. Conversely, those with high-Quality Scores get higher ad ranks and lower CPC.