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Advertising on Google: The High Performance Cookbook by Kristina Cutura

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Focusing on relevance

AdWords is all about relevance and ensuring that Google users see quality ads, which directly relate to what the people are searching for. The system was designed to reward advertisers who create quality campaigns and is monitored through key metrics called Quality Score and clickthrough-rate (CTR). Focusing on relevance will help you pay less and achieve better profits from your ad efforts.

Getting ready

Keep in mind the following basic terms and concepts discussed in this book:

  • Keywords: These are words or phrases describing your products or services that you can choose to help you to determine when and where your ad can appear
  • Impressions: These are counted each time your ad is shown
  • Clicks: This is when someone clicks on your ...

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