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Choosing a restaurant might be as simple as deciding, “Well, I feel like Chinese food, not Mexican, tonight.” Click-ThroughRate (CTR) : This is the percentage of users who click on your website in the search results compared to the number of total users who view it.
Cost-per-click (CPC) is a riskier model for publishers, since it introduces an unknown factor: click-throughrates (CTRs). If you show an advertiser's ads and nobody clicks on them, you’ve “wasted” those impressions and make nothing. Determining your ad rates is a mixture of game theory and trial and error.
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Click Through Rate 
105 
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