Pay-per-click (PPC)

Pay-per-click (PPC) is an advertising model in which advertisers pay a fee each time their ad is clicked. It is a widely used digital advertising strategy that allows businesses to display their ads on various platforms, such as search engines, social media platforms, and websites. With PPC, advertisers bid on keywords or target specific audience demographics, and their ads are displayed to relevant users. When a user clicks on the ad, the advertiser is charged a predetermined fee.

Examples of applications

These are some examples of applications:

  1. Search Engine Advertising: PPC is commonly used in search engine advertising, where advertisers bid on keywords related to their products or services. When a user searches for a relevant keyword, the search engine displays sponsored ads at the top or bottom of the search results page. Advertisers pay for each click their ads receive, driving targeted traffic to their websites.
  2. Social Media Advertising: Social media platforms like Facebook, Instagram, and Twitter offer PPC advertising options. Advertisers can target specific demographics, interests, or behaviours to reach their desired audience. When users engage with the ads by clicking on them, advertisers are charged.
  3. Display Advertising: PPC is also used in display advertising, where visual ads are placed on websites and relevant platforms. Advertisers can select specific websites or use ad networks to display their ads to relevant audiences. Each click on the ad incurs a cost to the advertiser.


These are some benefits of application:

  1. Cost Control: PPC allows advertisers to have control over their advertising budget. They only pay when someone clicks on their ad, ensuring that their investment is directly linked to user engagement. Advertisers can set daily or monthly budgets, monitor the performance of their ads, and adjust bids and targeting to maximise ROI.
  2. Targeted Reach: PPC enables precise targeting, allowing advertisers to reach their desired audience based on demographics, interests, or search intent. This targeted approach increases the likelihood of reaching potential customers who are more likely to be interested in their products or services, increasing conversion rates.
  3. Measurable Results: PPC provides detailed analytics and reporting, allowing advertisers to measure the effectiveness of their campaigns. Advertisers can track the number of clicks, impressions, conversions, and other key metrics to assess the performance of their ads and make data-driven decisions for optimisation and improvement.
  4. Quick Results: PPC campaigns can generate immediate results as ads are displayed as soon as the campaign is launched. This is particularly beneficial for businesses looking to increase visibility, drive traffic, or promote time-sensitive offers or events.
  5. Flexibility and Customisation: PPC platforms offer a range of options for customising ads, targeting specific locations, demographics, or devices. Advertisers can create ad variations, test different messaging or visuals, and refine their campaigns based on real-time data and user response.

In summary, Pay-per-click (PPC) is an advertising model where advertisers pay a fee each time their ad is clicked. It is commonly used in search engine advertising, social media advertising, and display advertising. The benefits of PPC include cost control, targeted reach, measurable results, quick results, and flexibility for customisation. This advertising model allows businesses to effectively reach their target audience, drive traffic to their websites, and achieve their marketing goals.

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