PPC (Pay Per Click) refers to a particular form of online advertising by which marketers only pay for their adverts when a user clicks on them. It’s the most popular form of online marketing, as it’s regarded as highly cost-effective while delivering high conversion rates to websites.
Marketers use PPC advertising as a secondary source of traffic, supplementing the traffic they receive from organic searches. The largest PPC advertising platforms include Google AdWords, (used on Google) and Bing Ads (used on Bing). They’re also available on Facebook and Twitter.
PPC adverts are most successful when a target audience is well defined. As such, those that engage with PPC advertising have often conducted market and target research before launching a campaign.
