Definition

Bidding is the maximum amount of money an advertiser is willing to pay for each click on an advertisement. In comparison bidding, a similar principle to Google Ads applies, namely that you don't have to pay a set price per click, but often a lower price will be sufficient to maintain a given position. However, apart from CPC, other factors such as product availability, e-shop reviews or product price also influence the outcome of the auction. You always pay the comparison site for the visits you bring, not for the impressions of your bid.  It is also important to mention the fact that the cost per click you bid does not automatically equal the price you actually pay to the comparison site.