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PPC stands for "pay per click". Pay per Click is an advertising model where businesses pay an agreed upon amount, each time their advertisement is "clicked", not each time their ad is displayed.
Benefits to PPC
When you setup a PPC campaign you can controlthe traffic. While a new website takes time to rank well in search engines, with PPC you can turn the traffic on and off. With PPC you can create almost instant traffic.
Unlike organic search listings you control the information (ie. description) and where the visitor is directed on your website.
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