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Pay-per-click (PPC), also known as cost per click (CPC), is an internet advertising model used to drive traffic to websites, in which an advertiser pays a publisher (typically a search engine, website owner, or a network of websites) when the ad is clicked. It is a way of buying visits to site rather than attempting to earn organically search engine advertising is one of the most popular form of Pay-per-click. Pay-per-click is commonly associated with search engines such as google ads, display ads, video ads, banner ads etc.

websites can offer PPC ads. Websites that utilize PPC ads will display an advertisement when a keyword query matches an advertiser's keyword list that has been added in different ad groups, or when a content site displays relevant content. Such advertisements are called sponsored links or sponsored ads, and appear adjacent to, above, or beneath organic results on search engine results page.

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Pay-per-click, along with cost per impression and cost per order, are used to assess the cost effectiveness and profitability of internet marketing.

Pay-per-click (PPC) has an advantage over cost per impression in that it conveys information about how effective the advertising was.

Clicks are a way to measure attention and interest: if the main purpose of an ad is to generate a click, or more specifically drive traffic to a destination, then pay-per-click is the preferred metric.

Once a certain number of web impressions are achieved, the quality and placement of the advertisement will affect click through rates and the resulting pay-per-click.

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