Google Moving to Google AdWords A Hands-On Guide for Premium Advertisers - Manual (Page 7)

1. Cost-per-click (CPC) pricing; no CPM, fi xed placement or fi xed budgets
2. Ad position and ranking determined by maximum CPC x clickthrough rate (CTR)
3. Wider ad distribution across the Google search network, plus content partners
4. Poorly performing ads (under 0.5 percent CTR) are automatically disabled
5. Shorter creative copy
5
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