Pay per click (PPC)

Pay per click or PPC is a term used for defining the marketing strategy that consists in generating traffic for a website through paid advertisements. The advertisers pay a certain fee each time their advertisements are clicked, and the cost of the ads vary depending on how competitive the targeted words are. The ads can be made of a combination of graphics and text, or of text alone, and can be displayed in any search engine that allows businesses to buy listings in their search results.

Unlike search engine optimization (SEO), which aims to generate organic (“earned”) traffic, PPC generates paid traffic, and is considered by many a model of internet marketing that’s faster and more efficient than SEO. However, once you stop paying, your ads stop appearing in search engines, so PPC generates traffic only as long as you pay for your advertisements to be displayed.