How Does Paid Advertising Work?
Pay Per Click Advertising (PPC) is very similar to Search Engine Optimization—except the results are quicker and easier to achieve. Every single day your content doesn’t reach the customer, you lose out potential customers to the competitor whose content did. This is why acting quick can be so important.
The advertising appears in results when a potential customer searches for keywords related to what you sell. Each business bids on the Search Engine Keyword Space for keywords they want to rank for and Search Engines like Google and Bing pick only the most relevant adverts to display at top based on a Quality Score. The Quality Score works two ways: it helps the search engine to display the best content and helps businesses to lower their costs for each click. The higher the quality score, the less your cost for PPC will be.
But here’s the thing- just like any successful marketing campaign, PPC advertising requires time and expertise. These ads need to be regularly tweaked, modified, tracked and even removed if needed to achieve the best quality scores.
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