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Pay-per-click advertising only charges advertisers when a user interacts or clicks on an ad. While many forms of PPC advertising exist today, the most common form is Google AdWords. It allows for advertisers to bid on specific keywords to appear in a search engine’s sponsored links, which appear above organic search results. Bids are based on how much an advertiser is willing to spend for each click. The price you pay per click is often determined by how many competitors are also bidding on similar terms.
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