What's Pay-Per-Click (PPC)?

Pay-per-click (PPC) is an online advertising model in which an advertiser pays a publisher every time an ad link is “Clicked” on. alternately, PPC is known as the cost-per-click (CPC) model. The pay-per-click model is offered primarily by search engines (e.g., Google) and social networks (e.g., Facebook). Google advertisements, Facebook advertisements, and Twitter advertisements are the most popular platforms for PPC advertising. 

How the PPC Model Works

The pay-per-click model is primarily grounded on keywords. E.g.: in search engines, online adverts (also known as funded links) only show up when someone searches a keyword related to the product or service being advertised. So, companies that depend on pay-per-click advertising models research and inspect the keywords most applicable to their products or services. Investing in relative keywords can outcome in an improved number of clicks and, sooner or later, higher earnings.


 The PPC model is considered to be advantageous for both advertisers and publishers. For advertisers, the model is beneficial because it provides a chance to release products or services to specific users who are laboriously searching for interconnected content. In addition, a well-designed PPC advertising campaign allows an advertiser to save a substantial quantity of funds as the value of each visit (click) from a possible client exceeds the cost of the click paid to a publisher. 


 For publishers, the pay-per-click model provides a primary income stream. assume about Google and Facebook, which allow free services to their clients (free web searches and social networking). Online companies are capable to monetize their free products using online advertising, especially the PPC model. 

Pay-Per-Click Models

  • Flat-rate model: In the flat rate pay-per-click model, an advertiser pays a publisher a fixed charge for each click. Publishers generally keep a list of different PPC rates that apply to different areas of their website. Note that publishers are generally open to concessions regarding the price. A publisher is likely to lower the fixed price if an advertiser offers a long-term or a high-value contract. 


  • Bid-based model: In the bid-based model, each advertiser makes an offer with a maximum quantity of funds they’re willing to pay for an advertising spot. Either, a publisher undertakes an auction applying automated devices. An auction is run whenever a visitant triggers the advertisement spot. 

 Note that the winner of an auction is generally determined by the rank, not the full quantity, of money offered. The rank considers both the quantity of money offered and the quality of the content offered by an advertiser. So, the bearing of the content is as important as the offer.