PAY PER CLICK (PPC)
Pay-per-click (PPC) is an online advertising model in which an advertiser pays a publisher every time an advertising link is “clicked”. Alternatively, PPC is known as a cost-per-click (CPC) model. The pay-per-click model is mainly offered by search engines (eg, Google) and social networks (eg, Facebook). Google Ads, Facebook Ads and Twitter Ads are the most popular platforms for PPC advertising.
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The pay-per-click model is primarily based on keywords. For example, in search engines, online ads appear only when a person searches for a keyword related to the product or service being advertised. Therefore, companies that rely on pay-per-click advertising models research and analyze the keywords that are most applicable to their products or services. Investing in relevant keywords can lead to higher number of clicks and, ultimately, higher returns.