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Pay for Performance Only   You will specify a target campaign budget, and only pay based on actual clicks your advertisements receive (a “click” occurs when a prospective customer links from an ad to the advertiser’s web site – the platform calls this a “visit”). This means that your ad can appear in search engine results and be viewed (these are called impressions), but if the ad is not clicked, you will not be charged. No other advertising method can report on the number of times your ad is viewed (think about the Yellow Pages directories, direct mail, etc.), but charge you only for when action is taken (a click).