Schwartz said he sees cost per click rates that are three times higher than what they are for desktop ads.

施瓦茨表示，移动广告按点击付费的费率比电脑广告的高出3倍。

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The cost-per-click approach could cost less overall, since you're paying only for each time someone clicks on the AD — but Facebook could discontinue your AD if it gets no clicks.

按点击率要价的方式总体要价更低，因为你为广告的每次点击付钱——但如果没有点击率，Facebook可以停止投放你的广告。

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With PPC, you pay a certain cost per click to have an AD for your web page run at or near the top of the search engine listings for certain keywords.

通过按点击付费，你设定一个点击付费值，在搜索引擎列表中发布特定关键字的广告。

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Facebook offers both cost per click, for which advertisers pay only when users actually click on the advertisement, and cost per thousand impressions, for which advertisers pay based on the number of times these advertisements are displayed on user pages.

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But Drawbridge only gets paid for this advertising on a cost per click or performance basis when someone fills out a form or purchases something.

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Since the average revenue per search is lower on the mobile platform, mobile search growth will continue to weigh on the average cost-per-click metric that Google reports for its business overall.

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