Pay-per-click, or PPC, is an internet marketing strategy. Advertisers use PPC to drive traffic to their websites. Here, the advertisers pay publishers when their adverts are clicked.
In other words, it's a method of purchasing visitors to your website rather than making an effort to "win" those visitors naturally. Typically, pay-per-click is related to top-tier search engines. These ads are generally run on platforms like Google, Facebook, and Twitter.
PPC advertising is based on two models:
- Flat-rate model
- Bid-based model
Keywords play a major role in the PPC approach. Since the search ranking is directly associated with keywords, businesses that use PPC advertising models do in-depth keyword research according to their products and services. Investing in appropriate keywords can lead to more clicks and, ultimately, more revenue.
Both marketers and publishers benefit from the PPC technique. Because it gives them the chance to market goods or services to a target audience that is actively looking for related content, the model is profitable for marketers. The pay-per-click business model is a major source of income for publishers. Just like Google and Facebook, provide their users free services (free web searches and social networking). Similarly, with the use of internet advertising, particularly the PPC model, online businesses can make money off of their free products.