Pay-per-click (PPC), also known as cost per click (CPC), is an online advertising model used to direct valuable traffic to websites. Pay-per-click is usually associated with search engines (such as Google AdWords). With search engines, advertisers typically bid on keyword phrases relevant to their target market. PPC “display” advertisements, also known as “banner” ads, are shown on web sites with related content that have agreed to show ads and act as another form of pay-per-click advertising. Social networks such as Facebook and Twitter have also adopted pay-per-click as one of their advertising models.

Websites can also offer PPC ads. Websites that utilise 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 the search engine results pages, or anywhere a web developer chooses on a content site.

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