Google AdWords is an online advertising service, developed by Google. The more you pay-per-click (PPC) the more likely your ad will appear in the search results. However, Google uses something called a "quality score" and it is not just the highest bid that is taken into account. Quality sore is when Google looks at how relevant and useful your ad is to the searcher and the search terms they’ve used. It also looks at how many clicks your ad has received previously (its click-through rate) and how relevant your landing page is. The higher your quality score, the better, even if your maximum bid is less than a rival bidder, you still may appear above their ad if your quality score is better. Although AdWords is not a free service it is relatively cheap and effective way to advertise your company/product.
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