Because paid online advertising is so diverse, there are a number of different options when it comes to choosing your method.
Pay per click (PPC) or cost per click (CPC): Pay per click or cost per click means that you pay a set amount per click, and you only pay if someone actually clicks through and ends up in your store. If nobody clicks on it, you won't get charged. If you choose to run PPC, the return on investment can be high, you can get more exposure, you can update your budgets in real time, and it can be an affordable method of marketing. The good thing is, that clicks are easier to track than impressions too.