With quality score PPC engines it's ALL about the Click Through Rate! In later sections we'll talk about how you can increase your CTR so you can decrease the amount you pay per click, saving you more money.

In the previous section we went over the two different types of PPC search engines: Linear bid systems and quality score systems. In this section we'll cover the essential rules to follow when working with each system. In subsequent videos we'll go into the details of each rule, showing you how to apply them effectively.

Rules for Linear Bid Systems

Rule 1 - Bid Low

When you start bidding in a linear bid system bid low. Do not bid more than $0.10 per click to start.

- Starting max CPC = $0.10

Rule 2 - Bid Wide

By "bid wide" we mean that you should bid on as many relevant keywords as you possibly can. In the next section we'll show you how to put together a robust list of keywords to bid on.

Rules for Quality Score Systems

Rule 1 - Bid Low

- Starting Max cpc = $0.30-$0.35

Rule 2 - Bid Wide

Same as linear bid systems. 'By "bid wide" we mean that you should bid on as many relevant keywords as you possibly can. In the next section we'll show you how to put together a robust list of keywords to bid on.'tag'sLOOKLOO