PPC

PPC (pay-per-click) is an advertising model in which advertisers pay only when a user clicks their ad, rather than for impressions. It spans paid search (e.g., Google Ads), shopping, and many social and display placements, with ad delivery and pricing typically set by real-time auctions that weigh bid and ad quality. PPC is the workhorse of intent-driven, measurable acquisition, where spend ties directly to clicks and downstream conversions.