Remember when pay per click advertising first started and the more the advertiser was willing to pay, the higher their ads average position? This was great for the big spenders, but it was completely unfair to the advertisers with a small budget. Most importantly, the “highest bidder wins” practice led to two false beliefs of PPC:
- PPC is so easy; anyone can do it!
- I don’t trust “Sponsored Listing” Ads. They are irrelevant and are spammy!
It has taken Google and other search platforms years to get these perceptions out of people’s minds. Now, more people are clicking “sponsored” listing ads than ever. How has Google gotten rid of these negative perceptions over the past several years? They made PPC management more like search engine optimization and created a unique algorithm to calculate quality score.
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