PPC (pay per click)
PPC, or pay per click, is an online advertising model in which the advertiser pays each time someone clicks on their ad, rather than each time it is shown
What it means, how it is used and where it comes up, with its related concepts.
What it is and how it works
It is the usual model for search advertising, such as Google Ads or Microsoft Advertising, and is also used on social media, marketplaces and display networks. The price of each click is generally set by auction, influenced by the bid, the ad’s quality and relevance, and competition.
In the industry, PPC is also used as a generic name for managing pay-per-click campaigns. It differs from CPC, the price paid for each click, and from CPM, where advertisers pay per thousand impressions. Paying per click does not mean every click adds value: what happens next must be measured.
Also known as
Pay per click, Paid search
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