Ultimate Guide to Pay-Per-Click Advertising by Richard Stokes

Author:Richard Stokes [Stokes, Richard; Marshall, Perry]
Language: eng
Format: epub
ISBN: 9781613082720
Publisher: Entrepreneur Press

FIGURE 20–7. Impact of higher relative quality score at bottom of page.

Continuing on with the example, you now decide that you would like to improve your placement and get more traffic. For most keywords, advertisers appearing more prominently will have higher quality scores. The chart in Figure 20–8 shows such a keyword.

FIGURE 20–8. Quality Scores for other competitors.

You increase your maximum bid and now your ad begins to appear a few positions higher.

FIGURE 20–9. Relative quality score after increasing maximum bid.

Your quality score is still higher than the competitor appearing in the same position, so once again you would expect your ad to appear more frequently and to pay a lower average CPC.

But what happens if you decide to increase your maximum bid even further? See Figure 20–10.

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