New on the paid listing front, Google has announced a change in how ads climb to the top of results. Since the day quality scoring appeared on the scene, search advertisers have struggled with the more advanced aspects of search advertising.

Quality scores are affected by the relevance of keywords, text, and landing pages. Before quality scoring, simply bidding up keyword costs helped one climb to the top of paid listing results. Simply put, the latest change in search ad bidding involves the relationship between actual and maximum CPC or cost-per-click.

The ad?s actual CPC had been determined in part by competitive bidding, and no consideration was given to maximum CPC. In summary, the new formula for determining top placement may require advertisers to push the envelope of what they consider an acceptable maximum cost-per-click.

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