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Quote:Prices for advertisements that appear with search engine results are determined according to keyword popularity. Advertising customers bid against each other to purchase desired keywords. Search engines factor other considerations into keyword prices and the positions that ads receive on pages. CTRs and relevance of the landing page are two quality factors that search engines use to determine placement on a page.

Ads with high CTRs and relevant landing pages may be placed in one of the top three spots on a search results page and cost the advertiser less per click than poorly performing ads that point to irrelevant landing pages. Merely buying keywords and pushing ads onto pages is only a small part of successful advertising campaigns.
Negative Keywords

The most common pitfall faced by companies that manage their own advertising campaigns is that they neglect to use negative keywords...