Synonyms: Paid search advertising
PPC stands for Pay-Per-Click, a digital advertising model where advertisers pay a fee each time one of their ads is clicked. It’s commonly used in search engine advertising (like Google Ads) and social media platforms (such as Facebook or Instagram ads). Instead of paying a flat fee for ad placement, advertisers only pay when someone engages with the ad by clicking on it.
PPC is popular because it allows businesses to control their advertising budgets and directly track the ROI of their campaigns. It is performance-based, meaning you’re only charged when your ad generates traffic.
Key components of PPC include:
- Keywords: In search engines, advertisers bid on keywords relevant to their products or services, and ads are shown based on keyword searches.
- Ad Auctions: Advertisers compete in auctions to show their ads in prime spots, like at the top of search results.
- Quality Score: Google and other platforms evaluate the relevance of ads, landing pages, and keywords to determine their placement and cost.
PPC is an essential strategy for businesses looking to quickly drive traffic, increase conversions, and target specific audiences.