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PayPer Click over impressions is pretty obvious—while impressions don't rely on any kind of action, with PPC, you don't pay unless somebody clicks. Of course, your ultimate goal is another kind of conversion (like a purchase or a form submission), but at least it gets you part of the way there
Cost per click can help you weigh how expensive a term is against the relative benefit of getting those clicks. It is useful both as you decide what terms to bid on and when you're calculating your ROI after a campaign is in play.
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