Pay-per-click is a type of digital advertising model in which advertisers pay a fee each time one of their ads is clicked. It is a way of buying website traffic, rather than attempting to earn it organically through search engine optimization (SEO) or other types of digital marketing.
PPC advertising is typically done through search engines such as Google or Bing, or through social media platforms such as Facebook or Twitter. Advertisers bid on specific keywords or phrases that they want their ads to appear for when users search for those terms.
The ads themselves can take various forms, including text-based ads, display ads, or video ads, and they are typically displayed above or below the organic search results on search engine results pages (SERPs) or within the content of social media platforms.
The amount that an advertiser pays for each click depends on several factors, including the competitiveness of the keyword or phrase being targeted, the relevancy of the ad to the search query, and the maximum bid amount set by the advertiser.
PPC can be a highly effective way to drive targeted traffic to a website, particularly for businesses in competitive industries or for those looking to promote time-sensitive offers or events. However, it can also be costly if not managed properly, so careful attention must be paid to campaign setup, targeting, and optimization to ensure a positive return on investment.