PPC (Pay Per Click) is an online advertising model where an advertiser pays the publisher (such as Google or Meta) only when a user actually clicks on their advertisement. It is one of the most common and fundamental models in digital marketing, allowing companies to buy targeted traffic to their website.

Key features of the PPC model:

• Payment for Performance: Costs are incurred only for actual interaction (a click), rather than just displaying the ad (impressions).
• Ad Auction: In systems like Google Ads (search engine advertising), PPC ads are purchased through a bidding process (auction) for specific keywords.
• Measurability: PPC campaigns are highly measurable. Their effectiveness is evaluated using metrics such as CPC (Cost Per Click) and CTR (Click-Through Rate).

PPC is often used interchangeably with the abbreviation CPC (Cost Per Click). While CPC is technically the metric used to measure the cost within this model, in practice, both terms refer to the same type of advertising campaigns.