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GLOSSARY

What is pay-per-click advertising? (PPC)

DEFINITION

Pay-per-click advertising is a model where you pay a platform each time someone clicks your ad. Where the ad appears is decided by an auction, not a fixed price.

Search ads on Google and many ads on Meta use this model. You set a budget and a maximum bid, and the price per click varies with competition, relevance and context. Because you pay for clicks, not customers, the landing page and tracking decide whether spend becomes revenue.

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