Special thanks to Geoland.org and Giorgos K. for the opportunity to guest write Chrome versus PPC: What is Google Thinking?

In our last episode in this series we talked about quality scores and how they can make or break your PPC campaign. When it comes to managing your advertising budget, quality is king. If your quality score is low in relation to a coveted keyword (remember that your score changes per word, per campaign and for your business as a whole) you’ll pay through the nose - and your high-quality competitors can beat your bid by spending a fraction of what you’d pay. Quality scores ensure that PPC providers get their money’s worth. People won’t click on bad ads as often, so the search engines want more money per low-quality click.

In our last installment we talked about PPC basics. In a nutshell: You bid on keywords and when someone uses them as search words, your ad pops up.

Pay Per Click (PPC) advertising is one of the foundations of internet marketing. Without these keyword and context-based ads there’d be no Google or Yahoo; the web would be a much different looking (and less profitable) place.