PPC, or Pay-Per-Click, is a paradigm of online advertising primarily utilized in search engine marketing. Advertisers pay a fee to the advertising platform (e.g., Google Ads) each time a user clicks on their ad under this model. It is a cost-effective method because advertisers only pay when their advertisement generates website traffic. PPC advertisers bid on relevant keywords, and the advertising platform’s algorithm places the ad depending on bid amount and relevancy. The target audience has a better chance of seeing prominently displayed ads with higher bids and more relevance. PPC campaigns enable businesses to reach consumers actively engaged in a search, delivering measurable results and increased conversion chances.
