Pay per click (PPC) is an online advertising model where advertisers place ads on a platform, such as a search engine or social media platform, and pay a fee each time their ad is clicked. This model allows advertisers to target specific keywords or demographics, and they only pay when someone clicks on their ad. PPC advertising can be an effective way to increase website traffic and generate leads or sales.

In pay per click advertising, advertisers bid on the keywords or phrases that are relevant to their business. When a user searches for those keywords, the search engine displays the ads that have the highest bids and are most relevant to the search query. Advertisers only pay when their ad is clicked, hence the name "pay per click." The cost-per-click (CPC) varies depending on the competitiveness of the keywords and the platform being used. Advertisers can set a budget and control how much they want to spend on their PPC campaigns.

There are several advantages of using pay per click advertising. First, PPC allows advertisers to reach a highly-targeted audience who are actively searching for their products or services. This can result in better conversion rates and a higher return on investment. Second, PPC campaigns can be launched quickly and results can be measured in real-time, allowing advertisers to make immediate adjustments and optimizations. Third, advertisers have control over their budget and can set specific spending limits. Lastly, PPC platforms provide detailed analytics and insights, allowing advertisers to track their performance and make data-driven decisions.

While pay per click can be a powerful advertising tool, there are some drawbacks to consider. One drawback is the potential for high competition, which can drive up the cost-per-click. This means advertisers may need to allocate a significant budget to compete effectively against other advertisers. Additionally, managing a successful PPC campaign requires ongoing optimization and monitoring. Advertisers need to constantly review and adjust their keywords, ad copy, landing pages, and targeting settings to ensure optimal performance. Without regular attention, campaigns may become ineffective and waste budget. Lastly, click fraud is a concern in the PPC world. Some fraudulent or automated clicks can occur, leading to inflated costs and lower return on investment. However, platforms have measures in place to detect and mitigate click fraud.