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Marketing takes up a large portion of any business’ budget. So it makes sense that business owners are always trying to find ways to lower their marketing costs. This is one of the biggest benefits of retargeting ads. Business owners get to set their own budget, set their own bids for keywords and ads, and choose when to stop running an ad if they determine it’s not as effective as it could be.

You’ll also get to choose how you pay. Retargeting ads can be billed one of three ways. These are cost-per-click, cost-per-mille, and cost-per-acquisition.

When running a cost-per-click campaign, you’ll only pay when someone actually clicks on your ad. Cost-per-mille campaigns are billed after the ad has been displayed 1,000 times. And cost-per-acquisition, the most expensive form of retargeting billing, you’ll only pay someone actually converts after seeing the ad.

Each method of paying for retargeting ads has its own pros and cons. And there are instances in which one form may be better for one business while another form is better for another. What remains true with all of them however, is that retargeting campaigns are some of the most cost-effective you’ll ever use.