How do the search engines rank the PPC Ads?
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Most used search engines, such as Google, Yahoo! and MSN all take into consideration a variety of factors to determine your ad's positioning in the search results. The two primary factors is the maximum you are willing to pay for each click (the "Cost Per Click" or "CPC") and the past performance of the keyword in general. These are primarily measured by the Click-Thru Rate (or CTR), which is the percentage of people that click on your ad versus the total impressions of your ad.
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