Editing Pay-per-click (section)

==Purpose==
Pay-per-click, along with [[cost per impression]] (CPM) and [[cost per order]], is used to assess the cost-effectiveness and profitability of [[internet marketing]] and drive the cost of running an advertisement campaign as low as possible while retaining set goals.<ref>{{Cite book|last=Szetela|first=David|url=https://www.worldcat.org/oclc/659561779|title=Pay-per-click search engine marketing : an hour a day|date=2010|publisher=Wiley|others=Joseph Kerschbaum|isbn=978-0-470-91719-0|location=Indianapolis, Ind.|oclc=659561779}}</ref> In Cost Per Thousand Impressions (CPM), the advertiser only pays for every 1000 impressions of the ad. Pay-per-click (PPC) has an advantage over cost-per-impression in that it conveys information about how effective the advertising was. Clicks are a way to measure attention and interest. If the main purpose of an ad is to generate a click, or more specifically drive traffic to a destination, then pay-per-click is the preferred metric. The quality and placement of the advertisement will affect [[click through rate]]s and the resulting total pay-per-click cost.{{citation needed|date=April 2021}}