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For College Students

Summary - Auctions

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In this session, you learnt about ad auctions.

You learnt what impression share is and the two factors it is based on: ad rank and daily budget.

 

You learnt how ad rank is the product of your CPC bid and quality score. You also learnt about both these factors in detail. 

You saw how you can match keywords for your CPC Bid; you also understood what determines your quality score. You saw an example of three shoe brands with different CPC bids and quality scores for their ads, and how they win or lose the auction.

 

Finally, you learnt about the two ways you can decide your daily budget: based on your marketing objectives, or based on your monthly marketing budget.