Pay-Per-Click (PPC)
Also known as: Pay-Per-Click, Paid search
PPC (Pay-Per-Click) is an advertising model where you pay a fee each time someone clicks your ad, buying visits rather than earning them organically.
The best-known form of PPC is paid search — the ads at the top of Google results — but the model also powers much of social and display advertising. You bid in an auction for placement against a chosen audience or keyword.
PPC's advantage is speed and control: campaigns can drive qualified traffic within hours, with precise targeting and a measurable cost per result. That makes it the ideal complement to SEO, which is slower but compounds.
Success depends on tight alignment between keyword, ad copy, and landing page, plus disciplined management of bids, negative keywords, and Quality Score. Wasted spend accumulates fast when campaigns are left unattended.
Frequently asked questions
Is PPC better than SEO?
They serve different goals. PPC delivers immediate, controllable traffic but stops when spending stops. SEO is slower to build but compounds into a durable, lower-cost asset. Most effective strategies use both together.
Related terms
Cost Per Click (CPC)
CPC (Cost Per Click) is the amount you pay each time someone clicks your ad. It's the core pricing model of search and many social ad platforms.
Return on Ad Spend (ROAS)
ROAS (Return on Ad Spend) is the revenue you earn for every rupee spent on advertising. A ROAS of 4 means ₹4 of revenue for every ₹1 of ad spend.
Click-Through Rate (CTR)
CTR (Click-Through Rate) is the percentage of people who click a link, ad, or search result after seeing it — clicks divided by impressions.
Conversion Rate
Conversion rate is the percentage of visitors who complete a desired action — a purchase, sign-up, or enquiry — out of everyone who had the chance to.
Retargeting
Retargeting is showing ads to people who have already visited your site or engaged with your brand, bringing them back to complete an action.
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