PPC (Pay-Per-Click)

PPC (Pay-Per-Click) is a performance advertising model where advertisers pay when users click an ad, usually through auction-based platforms such as Google Ads, Microsoft Advertising, and social ad networks. It is valued for speed, control, and measurable outcomes because campaigns can be launched quickly and optimized continuously. Successful PPC combines audience targeting, bidding strategy, creative testing, landing page quality, and disciplined measurement. The channel can scale efficiently, but poor structure or weak intent matching can burn budget fast. PPC should be managed as a profit system, not just a traffic source, with decisions tied to conversion quality and unit economics.