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Hi [USER=26295]@Aditi Patel[/USER] ,

With paid traffic you only have the traffic you want.

The PPV is the payment per view (usually unique views), that is, you'll pay for each view over the website. The PPC is the payment per click, which means that you'll pay by each click made on your ad. There is also another payment method which is the CPM, which means the cost per thousand impressions.

Choosing between PPV and PPC really depends on the type of offer you're promoting. Neither is better or worse. On PPC you are focused on the conversion rate of the banner. Since you pay per each click, you need to guarantee that the highest number of users who click on the banner will convert. You need to create/design banners ads that are associated with the offer, so the conversion rate can be higher.

On the other hand, if you are buying on a PPV basis, your focus is on the CTR (or the clickthrough rate) of the banner. You'll pay by unique view and so you need to assure that the highest number of users who see the ad will click on that. You need to create/design banners ads that are more likely to be clicked, so the CTR can be higher.