Pay-per-click (PPC) is a digital advertising model where advertisers pay a fee each time their ad is clicked. It’s commonly used on platforms like Google Ads, Bing Ads, and social media sites (e.g., Facebook, Instagram). The model allows businesses to drive traffic to their websites or landing pages by targeting specific keywords or audience demographics.

In a PPC campaign, advertisers bid on keywords or placements, and when a user searches for those terms, the ad may appear in prominent spots, such as above organic search results or within social feeds. Advertisers are only charged when someone clicks on the ad, which makes PPC an efficient way to reach potential customers while controlling costs.

Effective PPC campaigns require careful keyword research, optimized ad copy, targeted landing pages, and monitoring to ensure cost-efficiency and relevance. Platforms often use quality scores to determine ad placement and cost-per-click, so advertisers benefit from keeping ads high-quality and relevant.