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PPC bidding?

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    PPC is a type of sponsored online advertising that is used on a wide range of websites, including search engines, where the advertiser only pays if a web user clicks on their ad. Hence the title, ‘pay per click.’
    To differentiate PPC ads from the natural search results displayed on a page, search engines will often place PPC ads under “Sponsored Ads” or “Sponsored Links” which also makes them easier to notice on a page that is crowded with text and other items competing for a web user’s attention.

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