Pay-Per-Click.
Learn what Pay-Per-Click means in modern search and SEO.
An online advertising model where advertisers pay a fee each time their ad is clicked, primarily used for search and social ads.
Pay-Per-Click (PPC) is a digital advertising model where advertisers pay a fee each time their ad is clicked. Unlike traditional advertising (where you pay for exposure), PPC charges only for actual engagement. Google Ads and Microsoft Advertising dominate paid search PPC; Meta Ads (Facebook/Instagram), LinkedIn Ads, and TikTok Ads use similar models for social PPC.
How PPC Auctions Work
PPC ad placement is determined by real-time auctions. In Google Ads, each auction considers the advertiser's Maximum CPC Bid multiplied by Quality Score to produce Ad Rank—the position in the ad auction. A higher Quality Score (reflecting relevance of the ad, keyword, and landing page) can earn a lower cost-per-click than a competitor with a lower score and higher bid.
PPC vs. SEO
PPC and SEO complement rather than compete with each other. PPC provides immediate visibility for competitive keywords and enables rapid testing of messaging and landing pages. SEO builds durable organic presence that doesn't require ongoing ad spend. Combined, they provide full SERP coverage and allow data sharing—PPC tests reveal which messages convert, informing organic content strategy.
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