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Although individual long-tail keywords don’t have a huge impact on a PPC campaign, when looked at and measured in aggregate, they have the ability to significantly transform results by lowering cost-per-click and cost-per-lead while improving average click-throughrates and quality score.
Google calculates quality score based on the combined performance of three components: Expected click-throughrate (CTR) : The anticipated CTR of the ad against what the ad platform considers similar ads. The discounted costs per click (CPCs) are a way to reward you for the volume you’ll represent in the auction.
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