PPC is an acronym that stands for pay per click or payment per click and is used in some digital marketing campaigns. In this model, the advertiser pays the advertisement host depending on how many times users click on the ad. It’s a way of buying visits to your site rather than trying to “win” them organically.

PPC is closely linked to the way search engines operate and to CPC (cost per click). Google Adwords is a huge player in the PPC place. The term mostly refers to sponsored links such as Google Ads (formerly AdWord) and social ads on major social media platforms (Facebook, Instagram, LinkedIn ads). PPC is where most advertising dollars are spent.

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