PPC Advertising: Struggles Faced by Beginners and Old Pros Alike

PPC (pay-per-click) advertising, a name commonly applied to search ads, is a great way to reach prospective buyers when they’re looking for your products or remind customers you’re still around. If you want to own some of the most valuable real estate on the internet that drives traffic, sales, and conversions, you need to understand how PPC advertising works because this type of advertising isn’t free. Instead, PPC ads use a sliding cost structure that penalizes users who don’t know what they’re doing through something called a quality score, which we’ll discuss momentarily.

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