PPC — what is it?

Pay-per-click; a model where the advertiser pays only when the ad is clicked.

PPC (pay-per-click) is the pricing model common in Google Ads and social advertising where the advertiser pays only for clicks, not impressions. It is managed through keywords, targeting and bid strategy.

Core metrics are cost per click (CPC), click-through rate (CTR), conversion rate and cost per acquisition (CPA).