Understanding The Concept of Pay Per Click Marketing

Pay per Click is essentially an auction to get your advert shown on the search results pages based upon specific keywords. Search engines call these advert sponsored links or sponsored ads and they appear above and to the side of natural search results.
As it's an auction it is governed by the relevant advertising rules and regulations for your region. Search engines take into account several factors and then arrive at a Quality Score (or Quality Index for Yahoo!). The score is then assigned a minimum starting bid which is the least you have to pay to be in with a chance of getting your advert shown, which is called the Cost per Click (CPC). Adverts are then ranked using the following formula:
Rank

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