Pay per click (PPC) is the best known and most frequently used bidding model in online advertising. Basically, it means that you, the advertiser, will pay a specific amount to the platform where your ads are displayed every time a person clicks on them.
This definition is accurate, however makes PPC deceptively easy. In reality, it takes a lot of planning to create a good ad and make sure it is displayed to the right kind of people. Otherwise, an ad campaign will get a lot of empty clicks. These are clicks from people who are simply curious and have no intention to do business with the company.
But let’s slow down for a little and take a more detailed look of how pay per click works and how companies manage to get a good return on investment (ROI) from them.
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