Pay-per-click (PPC) is an advertising model in which advertisers pay each time a user clicks on one of their ads. This is in contrast to other advertising models, such as display advertising, where the advertiser pays for the number of times an ad is shown, regardless of how many times it is clicked on.

PPC ads can appear in a variety of places, including search engine results pages (SERPs), social media platforms, and websites that participate in advertising networks. In the case of search engine advertising, advertisers bid on keywords that they want their ads to appear for when people search for those terms.

When someone searches for one of the keywords that an advertiser is bidding on, the advertiser’s ad may appear at the top of the search results page. If the user clicks on the ad, the advertiser will pay the amount they bid for that keyword, plus any additional charges that the advertising platform has. PPC can be an effective way for businesses of all sizes to drive traffic to their websites and generate leads or sales.