Pay-per-click (PPC), also known as cost per click (CPC), is an internet advertising
model used to direct traffic to websites, in which an advertiser pays a publisher
(typically a website owner or a network of websites) when the ad is clicked.
Pay-per-click is commonly associated with first-tier search engines (such as Google
AdWords and Microsoft Bing Ads). With search engines, advertisers typically bid
on keyword phrases relevant to their target market.
In contrast, content sites commonly charge a fixed price per click rather than use
a bidding system. PPC "display" advertisements, also known as "banner"
ads, are shown on web sites with related content that have agreed to show ads and
are typically not pay-per-click advertising. Social networks such as Facebook and
Twitter have also adopted pay-per-click as one of their advertising models.
However, websites can offer PPC ads. Websites that utilize PPC ads will display
an advertisement when a keyword query matches an advertiser's keyword list, 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 pages, or anywhere a web developer chooses on a content