PPC (Pay-Per-Click)

An online advertising model where advertisers pay fees each time users click their ads rather than paying for impressions or reach. PPC is the dominant pricing model for search engine advertising (Google Ads), social media advertising, and display networks. Advertisers bid on keywords or audience targeting, with actual costs determined by competition, relevance, and quality scores. PPC provides direct control over budgets and measurable return on investment, you can precisely track costs per click, conversion rates, and profitability. While simple in concept, effective PPC requires strategic keyword selection, compelling ad creative, landing page optimisation, and continuous refinement based on performance data.

Why it matters

PPC generates immediate, targeted traffic from people actively searching for solutions you provide. Unlike SEO's delayed results, PPC produces instant visitors, making it valuable for testing offers, generating quick revenue, and scaling successful campaigns.