How many ways are there to determine the charges for PPC?

There are two ways to determine the charges for PPC:

PPC Bidding: This is the most used type. In PPC bidding, an amount is specified by the advertiser to go for a bid. The advertiser specifies a maximum amount which he is ready to pay for each time a user clicks on the ad.

Flat rate PPC:  it is a predefined charge between the advertiser and the publisher for advertising. The charges may differ from page to page and content to content.

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