Pay-Per-Click, or PPC, is one of the most popular digital advertising models. The concept is simple — you pay a fee every time someone clicks on your ad. Advertisers bid on specific keywords or phrases, and when users search for those terms, the ads appear at the top of search engine results. You only pay when someone actually clicks, which makes it a performance-based model.
The key metric in PPC is CPC — Cost Per Click. This tells you exactly how much you're paying for each click. For example, if you pay $2 per click and that click results in a $100 sale, you've got a solid return on investment. Google Ads is the most popular PPC platform, but Facebook Ads, LinkedIn Ads, and others also operate on similar models. The beauty of PPC is its immediacy — unlike SEO which takes months, PPC can drive traffic to your site within hours.