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The Truth About Pay-Per-Click Search Advertising by Kevin Lee

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Truth 10. PPC search: CPM in disguise?

As online marketers, we all purchase advertising based on some form of CPM, CPC, or CPA. Generally, marketers prefer to pay for performance and, therefore, are drawn to CPA or CPC forms of advertising, where the consumer has already chosen to interact or transact with the ad, website, or message before the advertiser needs to pay.

Google, Yahoo!, and Microsoft continue to be an important source of visibility, visitors, revenue (or leads), and profit for search engine marketers and businesses in general. The search engines’ large reach and their CPC performance-based pricing model have resulted in a dramatic shift of budgets from other media into PPC search. The thinking is that CPC pricing provides ...

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