How Does PPC Work?
(Pay Per click) – PPC – works as an auction system. You will tell Google that you are willing to pay a certain amount of money for every click you receive on a keyword that you choose. Google will then place your advert in a top position on the first page of Google for the search term you have chosen.
The position you appear in depends on a few factors.
- How much your competition has declared they would be willing to pay per click.
- The quality score of the targeted keyword/advert /website, against the search term used.
If your competition declares that they would be willing to pay more per click than you, Google will move them higher up the SERPs (search engine results page), so it is more likely that they get the click and therefore Google gets more money per click.
Keyword quality score
Quality score is a relatively new feature from Google where they rank the search term your potential visitor is using against the keyword that you are targeting, the content in the advert that is appearing and the website landing page you would direct people to. The higher the quality score, the lower you would potentially pay per click.
The quality score is a way for Google to show the best results to Google users, rather than just the advertiser who is willing to pay the most for something that is not relevant.
You get a higher quality score for keywords that are the most relevant to the advert and the website people will see.
Check out this Google quality score article for more information and what it means to you.