What is pay-per-click (PPC) advertising?

PPC is a means of advertising on the internet where advertisers only pay for the advertising when their ad is clicked on. You do not pay a flat fee to advertise on the website, rather you pay a certain amount of money each time someone clicks on your ad. Some websites offer a fixed amount per click, while others work on a bidding system. The bidding system works by advertisers stating what the maximum they would like to spend per click is, and sometimes even a maximum per day, and ads are shown on a website based on advertisers’ bids. The more you bid, the more likely your ad is to show. Bids are usually based around search keywords.

Cost per click (CPC) is the amount of money an advertiser pays for a single click that brings one visitor to their website.