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Google Ad Words – by far the most popular PPC platform – operates on a pay-per-click model, in which users bid on keywords and pay for each click on their advertisements.
We combine the components of Quality Score (expected clickthrough rate, ad relevance, and landing page experience), the max.
CPC) bid, which is the most you'll typically be charged for a click. CPC because with the Ad Words auction, the most you'll pay is what's minimally required to hold your ad position and any ad formats shown with your ad, such as sitelinks.
Keep in mind that your actual CPC may exceed your max.
If you're smart, creative, and hard working, you can easily tip the odds in your favour and build up a long term profitable business with PPC.
For the purposes of this guide, I'm going to assume that you don't have any experience at all in this area.