Pay Per Click (PPC) is an internet advertising model in which advertisers pay a fee each time one of their ads is clicked. It is a way of driving traffic to websites or landing pages rather than earning organic traffic through search engine optimization (SEO). The most common platform for PPC advertising is search engines, like Google and Bing, but it can also be done on social media platforms and other websites.

In a PPC campaign, advertisers bid on specific keywords or target audiences, and their ads appear when users search for those keywords or match the specified targeting criteria. When someone clicks on the ad, the advertiser pays the bid amount, and the user is directed to the advertiser’s website or landing page.