Ace the Stukent Marketing Exam 2026 – Unleash Your Inner Marketing Maverick!

Pay-per-click (PPC) advertising is defined as a model of internet marketing where advertisers pay a fee each time their ad is clicked. This model allows businesses to drive traffic to their websites by purchasing clicks from search engines and other platforms. It is primarily used in search engine advertising, such as Google Ads, as well as on social media platforms.

In this model, advertisers create ads and bid on keywords or phrases relevant to their products or services. When users search for those keywords, the ads can appear at the top or side of search engine results, and if a user clicks on the ad, the advertiser pays a predetermined amount for that click. This approach enables businesses to gain visibility and potentially convert visitors into customers efficiently.

The focus on payment for clicks differentiates PPC from other advertising methods, such as organic search strategies, which rely on SEO to generate traffic without a direct cost per click, or direct mail campaigns, which use physical mail rather than digital ads. Additionally, other advertising methods that might operate on impressions or displays rather than clicks do not align with the pay-per-click model, reinforcing the specificity of PPC as a cost-per-click strategy.