What is Pay-Per-Click (PPC)?
Pay-per-click (PPC) is an online advertising model where advertisers pay only when visitors click on their ads. This contrasts with pay-per-impression (PPM) ads, where the advertiser pays when their advertisements are shown to a visitor.
Search engines generally use the pay-per-click model with their advertisers. Compared to pay-per-impression ads, pay-per-click ads allow the advertiser to identify advertisements that deliver better conversions.
However, pay-per-click ads are generally more expensive than pay-per-impression ads.