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What is Pay-Per-Click (PPC)?

Pay-per-click (PPC) is an online advertising model where advertisers pay only when visitors click on their ads. This contrasts with pay-per-impression (PPM) ads, where the advertiser pays when their advertisements are shown to a visitor.

Search engines generally use the pay-per-click model with their advertisers. Compared to pay-per-impression ads, pay-per-click ads allow the advertiser to identify advertisements that deliver better conversions.

However, pay-per-click ads are generally more expensive than pay-per-impression ads.

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