Pay-per-click (PPC) is an online advertising model in which advertisers pay each time a user clicks on one of their ads. In this model, advertisers create ads and bid on specific keywords or phrases relevant to their target audience. When a user searches for a term related to the advertiser’s keywords, their ad is displayed in the search engine results page (SERP) or on a relevant website.

Advertisers only pay for the ad when a user clicks on it, hence the term pay-per-click. The cost of the click is determined by the competition for the keyword or phrase and the bidding system used by the advertising platform. Advertisers can set a maximum bid amount for their ads, and the highest bidder typically gets the top position in the search results.

PPC advertising offers many benefits, such as targeted advertising, measurable results, and the ability to control costs. Advertisers can target specific demographics, locations, and interests, making it an effective way to reach a highly targeted audience. Additionally, the results of PPC advertising are measurable, allowing advertisers to track and adjust their campaigns to achieve the desired ROI. Finally, the advertiser can set a maximum budget, ensuring that they only pay for the clicks that they can afford.

Popular PPC advertising platforms include Google Ads, Bing Ads, and Facebook Ads.