Pay-per-Click (PPC)

Pay-per-click (PPC) is a digital advertising model where an advertiser pays a fee each time one of their ads is clicked. Instead of earning visits organically, this model allows businesses to purchase targeted traffic from platforms like search engines and social media networks. The primary goal is for the value generated from that click, such as a sale, to be greater than the fee paid for it.

PPC advertising offers a powerful way for businesses to connect with potential customers at the precise moment they're searching. This model provides several distinct advantages, giving advertisers granular control and clear insights into their campaigns.

Google Ads is the dominant leader in PPC, letting advertisers target users on its massive search network. Microsoft Advertising offers a similar service on Bing, often reaching a different demographic. These platforms excel at capturing users who are actively searching for products or services.

Social media platforms like Meta’s Facebook and Instagram Ads are popular for their deep targeting options. LinkedIn Ads focuses on reaching professionals, making it ideal for B2B campaigns. Other notable platforms include Twitter, TikTok, and YouTube.

While often used interchangeably, PPC and CPC refer to different aspects of a paid advertising campaign.

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