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Pay Per Click Functionality
A pay per click or cost per click ad requires the advertiser to pay each time the ad is clicked. The ad appears on the website for any visitors to see for free, but as soon as a visitor clicks, you are charged. Many people see your ad without clicking on it. This means you could potentially get customers or exposure without paying if the person doesn't actually click the ad to go to your website. A specific cost for each click is agreed upon when the ad is placed so you know ahead of time what you'll pay.
Pay Per Impression Functionality
In the pay per impression -- or cost per mille -- model, the visitors to the website don't have to actually click the ad before you are charged. An impression is defined as the ad appearing on the page when someone visits. Each time someone visits the page where the ad is displayed, it is counted as an impression. The pricing is generally established per 1,000 impressions. In other words, you pay a set amount for your ad to appear 1,000 times on the site for various users.
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