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Although advertisers can include rich media content in many display ad formats (such as animation and video), most display ads tend to be banner ads.

As its name implies, PPC ads are priced on a cost-per-click (CPC) basis, meaning the advertiser is charged a small amount every time somebody clicks on an ad.

Every online advertising platform has its own strengths and weaknesses, and there are dozens of ad formats, campaign types, and performance metrics for advertisers to consider.

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We’ll examine the relative costs of advertising on Google, Facebook, and Instagram, as well as the strengths and weaknesses of each online ad platform.

Finally, we’ll investigate how each platform measures up in terms of performance, and there will be plenty of real-world data and research throughout.

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