PPC is an online advertising model in which advertisers pay a fee each time a user clicks on their ad. It is one of the most basic and widespread models in the field of paid traffic and is at the core of advertising networks such as Google Ads (Search, Display) and social networks. PPC operates on the basis of an auction mechanism in which advertisers bid for the right to have their ads displayed on certain keywords or demographic groups.
Conceptually, PPC is a manageable and measurable method of attracting traffic by providing instant visibility of the advertising message in response to user search or interests. Unlike SEO, which builds organic visibility over time, PPC allows immediate access to the target audience. The effectiveness of a PPC campaign is measured through metrics such as cost per click (CPC), click-through rate (CTR) and cost per customer acquisition (CPA).
In the broader context of digital marketing, PPC is a direct response and sales generation tool that works in parallel with organic efforts. It allows businesses to test market demand, keywords, and creatives quickly, thus providing valuable data for the overall marketing strategy. PPC is a model that focuses on paid visibility and immediate conversion, unlike SEO, which focuses on organic authority and long-term sustainability.