PPC

Pay-per-click (PPC) is a digital marketing strategy where advertisers pay a fee to a publisher whenever their ad is clicked. This approach is mainly utilized by search engines and social media platforms to deliver targeted ads to users. Essentially, PPC serves as a way to purchase traffic to a website, aiming for the value derived from the visit to surpass the cost of the click.

The concept of PPC originated in the mid-1990s, with early innovators developing the first keyword auction systems. The model underwent significant transformation in the early 2000s with Google's auction-based framework, which emphasized ad quality and relevance alongside the bid amount.

PPC has expanded significantly beyond basic search advertisements. It now encompasses display, video, and social media advertising across numerous platforms. Contemporary strategies leverage advanced targeting, automation, and data analytics for effective campaign oversight.

Effective PPC campaigns rely on several key elements that work in unison to engage and convert users. These components create the strategic basis, from initial targeting to the ultimate user action. Proper management of these elements is essential for optimizing return on investment.

The main distinction between Pay-Per-Click (PPC) and Pay-Per-Impression (PPI) is found in their billing structures and campaign goals.