Pay-Per-Click, commonly abbreviated as PPC, is a digital advertising model used to direct traffic to websites, in which an advertiser pays a publisher, typically a website owner or a network of websites, whenever the ad is clicked. This model is primarily associated with search engines such as Google AdWords and Bing Ads. Advertisers can bid on keywords relevant to their target market, and when a user searches for those keywords, the advertiser’s ads may appear in the search engine’s sponsored links. PPC can also refer to the ads on social media platforms like Facebook and Twitter, where advertisers pay each time a user clicks on their ads. The cost per click (CPC) can vary greatly depending on the competitiveness of the keyword and the platform on which the ad is displayed. The effectiveness of PPC advertising can be measured easily, allowing advertisers to track the return on investment (ROI) and make data-driven decisions to optimize their campaigns. PPC is a popular marketing strategy because it can generate immediate results and is highly customizable, targeting specific demographics, interests, and behaviors.