Optimizing campaigns for impressions or clicks

When running paid advertisement campaigns, it's important to understand the nuances of different platforms. For example, there are some platforms that allow you to Pay per click. This is where you pay every time someone clicks on the advertisement that you have created. You can also do Pay per impression on other platforms. This is where you only pay after your advert has reached a certain amount of people, regardless of how many people have clicked. If you're doing a paper impression campaign, then you might want to optimize your campaign to get as many clicks as possible. This is because regardless of how many people click on your campaign, you're not going to be charged any extra. If, however, you are doing a Pay per click campaign, then you only want people clicking who are most likely to take action once they click and go to your landing page because everyone who clicks is costing you money. So in that case, you want to attract your most likely customers and also repel people who are less likely to convert.