PPC or pay-per-click is an online campaign where a company pays whenever a user or viewer clicks their advertisement. It is an efficient way of running an ad where the advertiser doesn’t have to pay for an ad that doesn’t work and pay for the ones which receive good traffic. The cost per click (CPC) may differ for different keywords, depending upon the competitiveness of each. PPC aims to generate a specific type of user action, such as registering or buying a product.

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