Free Guide to Local Pay-Per-Click Advertising
Part IV: The Basics
THE MOST IMPORTANT THING TO KNOW ABOUT PPC ADVERTISING CAN BE SUMMED UP IN ONE WORD.
RELEVANCE
Your ad MUST BE relevant to the search query. If not, your account will suffer, and any attempts to be successful with PPC will fail.
Being RELEVANT means a higher CTR (click-through-rate).
Which results in better positioning relative to [...]