PPC Pay Per Click Advertising
You present advertising within the world of Google, Bing, Facebook, LinkedIn, etc and any time a user sees and clicks on your link, you pay for that click. That is the bare bones of it. The complexity, vision and risk/reward of your content, placement and other finite details is the game we all play. That said, the ROI on it vs say print adverts and the data you can digest are miles apart.
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