Pay-per-click advertising, also known as PPC, is a digital marketing strategy in which advertisers create ads and bid on specific phrases. It basically consists of buying viewers to a certain website, instead of letting it happen organically. In this model, the advertisers only pay when the ad is clicked. Each time a user clicks on an ad, the advertiser pays a small fee.
Advertising on a search engine provider is one of the most popular forms of pay-per-click marketing. The advertisers primarily bid for ad placement in a search engine’s sponsored links work when their related keyword is searched and the ad with the highest bid is displayed. If a user clicks on one of those links, the advertiser has to pay; this is known as pay per click marketing.
While PPC marketing on search engine pages is more prominent, social media websites such as Facebook, Twitter and Instagram also run PPC advertising; it works the same way as PPC marketing on search engines, but the ads are displayed on these social media outlets. The five most prominent PPC platforms are Google (through Google Adwords), Bing, Facebook, Twitter, and Instagram.