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PPC, like all other things (on the Web and off) has evolved. And it continues to evolve. Google has largely been responsible for that evolution, but Facebook has played its part too. And it’s likely to evolve even more, but who knows who will be most influential in how that happens in the future?

One way that PPC has evolved is in the tools that advertisers use to track their campaigns. Both Google and Bing, and Facebook now, have tools that allow you to track your own PPC campaigns. But you might benefit more by using a third-party tool that you pay for. Especially if you run a lot of PPC campaigns on more than one platform.

PPC has evolved in other ways too. For instance, pay per click has morphed into pay per action. Advertisers can pay for user activity in a number of ways. Here are some of the more popular pay-per-advertising models:

  • Pay per lead
  • Pay per impression
  • Pay per view (for videos)
  • Pay per call (for mobile and phone actions)

You can expect some of these to expand as technology improves. Currently, pay per impression is generally expressed in terms of 1,000 impressions. But what will it be ten years from now?

Pay per click advertising has become one of the most effective branding and marketing channels online. Don’t expect it to stay the same. It will change. And mostly for the better.

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