Back to Adwords-basics
Google believes that (search) marketers are forgetting about the basics of Adwords, that's what you can conclude if you see the video below. Advertisers almost always know what to do with the 'advanced features' but forget about how the auctioning actually works. So Google decided to call in Chief Economist Hal Varian to explain how your maximum CPC bid and Quality Score determine how much you actually pay for an ad click on Google's search results pages.
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