How does a PPC campaign work?

Basically, to launch a PPC campaign you need to start by writing the ad itself, selecting the keywords (search queries research) that you want to trigger your ad, and then paying each time a user clicks on your ad and goes to your web site. You only pay until you reach the pre-set limit that you establish, the 'maximum bid'. Of course, a PPC campaign usually has thousands of keywords, hundreds of ads and it requires very frequent changes to improve it.

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