Pay per click (PPC) advertising

Pay Per Click (PPC) advertising is a digital marketing model in which advertisers pay a fee each time one of their ads is clicked by a user.

Essentially, it’s a way for businesses to buy visits to their website, rather than attempting to “earn” those visits organically through Search Engine Optimization (SEO) or other unpaid methods.

PPC advertising is most commonly associated with search engine advertising, such as Google Ads or Bing Ads. In this model, advertisers bid for ad placement in a search engine’s sponsored links section, which appears when users search for specific keywords related to the advertiser’s products or services. When a user clicks on one of these sponsored ads, they’re directed to the advertiser’s website, and the advertiser pays a fee for each click.

In addition to search engines, PPC advertising can also be found on social media platforms (e.g., Facebook Ads, Twitter Ads, LinkedIn Ads) and display networks, where advertisers pay for their ads to be displayed on relevant websites or alongside content related to their target audience.

The cost per click (CPC) for PPC ads varies depending on factors like the competitiveness of the target keywords, the quality of the ad, and the relevance of the landing page.

A well-managed PPC campaign can yield significant returns on investment (ROI) by driving targeted, high-intent traffic to a website or landing page, ultimately leading to conversions and sales.


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