PPC Advertising
1. Google and the other search engines wants to do a good experience between the user and advertiser
advertiser - should show relevant ads
the user - wants to see relevant ads
Search Engine - wants to make a good experience between the advertiser and the user
2. With no quality standards the highest bidder (advertiser) goes on the 1st position and so on.
2. Quality Score
CTR - users vote with their click - this is the biggest metric for quality standards
relevancy - of the ad and search query - only useful ads are displayed to users
landing page quality - an ad is only useful to the user if it lthe landing page at least let them find what they were looking for
relevant content
original content
easily navegable
quick load times
minimum pop-ups or pop-unders
be transparent about the nature of your business | terms and conditions, privacy policy...
3. Ad Rank
(Max bid) X (Quality Score) = Ad Rank
low quality Ad Rank (ex. 4) doesn't get shown
4. Click Cost
Minimum amount as necessary to retain your position
The price to pay is determined by the Ad Rank of the advertiser below you, divided by the Quality Score of your ad
by increasing your quality score you can decrease the amount you have to pay