PPC aka Sponsored Search is the fastest way to achieve online visibility for relevant keywords. PPC is actually paid advertising specific to keywords. Googles PPC model is called Adwords. Competing advertisers use Googles bidding model to bid for specific keywords. Winning bidders (advertisers) will have their ad (adtext and title) displayed when searchers use the search engine for that keyword. The number of times the ad is displayed is controlled by a number of factors including ad budget of the advertiser, the times of the day the advertiser wishes for the ad to run and the quality score of the ad as measured by Google. Dont worry about Quality Score for now as you dont need a high score to start. It becomes more important over time and can positively or negatively affect where you are listed within the Sponsored Search area.
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