“pay-per-click” (PPC), which is an online advertising model where advertisers pay a fee each time one of their ads is clicked. It’s a way of buying visits to your website, rather than attempting to “earn” those visits organically.

PPC is commonly used in search engine advertising, with Google Ads being one of the most well-known platforms for PPC campaigns. Advertisers bid on specific keywords relevant to their target audience. When users search for those keywords, the ads are displayed at the top or bottom of the search results. If a user clicks on the ad, the advertiser pays the search engine a certain amount, hence the term “pay-per-click.”