Pay Per Click Advertising enables advertisers to advertise on search engines, such as Google, Yahoo, etc. There are different pay per click advertising tools i.e Google Adwords, Yahoo Search Marketing, etc. The more you bid, the higher your ad will appear in search engines results. The major factor that affects the ad placement in Google Adwords is "Quality Score".
Definition Of Quality Score:
A score or number given by search engines that is calculated by measuring ad's Click Through Rate (CTR), Max Cost Per Click (CPC), Ad Text relevancy and Landing Page and other factors related to quality of site and more.
Click Through Rate (CTR) - This is the number of clicks divided by the number of impressions.
Max Cost Per Click (CPC) - The maximum bid placed on any particular keyword.
Ad Text - The relevancy of the ad text in relation to the keyword phrase that is typed by the user into the search engine.
Landing Page - The relevancy of the content on the landing page in connection to the keyword phrase typed and ad text clicked that leads to the landing page.
The higher the quality score, the better the ad position. This in turn leads to better visibility on the search engine.
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