How PPC Works

Description: Advertisers create ads that target specific keywords relevant to their business. Bidding system: Advertisers bid on keywords, meaning they specify the amount they’re willing to pay for each click on their ad. Ad auctions: When a user searches for a keyword that an advertiser is bidding on, an auction occurs. The highest bidder doesn't always win, though. Factors like ad relevance, quality score, and landing page experience also play a role. Payment structure: Advertisers are only charged when a user clicks on their ad, not when it is displayed.

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