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Pay-per-click (PPC) is an online advertising model in which advertisers pay a fee each time one of their ads is clicked by a user. It is a way for businesses to drive targeted traffic to their websites and platforms. In a PPC campaign, advertisers bid on specific keywords or phrases relevant to their products or services. When a user searches for these keywords on search engines or visits websites that display relevant ads, the ads may appear. Advertisers only pay when someone clicks on their ad, hence the name "pay-per-click."

PPC campaigns are commonly associated with search engine advertising, where ads appear at the top or bottom of search engine results pages (SERPs) when specific keywords are searched. These ads are often marked as "sponsored" or "advertisements." In addition to search engines, PPC can also be implemented on various social media platforms, websites, and apps.

PPC offers several advantages, including the ability to target a specific audience based on keywords, demographics, interests, and location. It allows advertisers to have more control over their budgets, as they can set daily or monthly spending limits. The effectiveness of a PPC campaign can be measured using metrics such as click-through rate (CTR), conversion rate, and return on investment (ROI).

Overall, pay-per-click advertising is a popular and effective way for businesses to promote their products and services online while only paying for actual user engagement, making it a cost-efficient and measurable marketing strategy.