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We have the Internet that provides a huge platform for advertising products and services online . Advertisers around the world have shown a keen interest in making good use of the Internet that is omnipresent these days. Contrary to the traditional advertising model, the recent methods of internet marketing involve innovative techniques to catch more eyeballs and pull online traffic to visit, listen, view, or buy a product or a service that is on offer. It is done through a model that is now being widely regarded as Pay Per Click (PPC) . It is a successful model for internet advertising that directs online traffic to particular websites, where the advertisers pay the publishers a certain amount when their ad is clicked. Pay-per-click (PPC), also known as cost per click (CPC), is an internet advertising model used to direct traffic to websites, in which an advertiser pays a publisher (typically a website owner or a network of websites) when the ad is clicked. Entities
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