Pay-per-click (PPC) is an online advertising model used to drive traffic to websites, where the advertiser pays the publisher (usually a search engine, website owner, or website) when the ad is clicked. Pay per click is often associated with search engines (such as Google Ads, Amazon Advertising, and Microsoft Advertising as Bing ads). With search engines, advertisers often bounce off keyword phrases that are relevant to their target market and pay off when ads (text-based ads or a combination of ads for a combination of images and text) are clicked. In contrast, content sites typically charge a fee per click rather than using a bidding system.

However, websites may offer PPC ads. Websites that use PPC ads will display an ad where the keyword query is similar to the advertiser’s keyword list added by different ad groups, or where the content site displays relevant content. with each click. The higher the quality of the ad, the higher the cost per click and vice versa.