PPC (Pay-Per-Click) advertising is a digital marketing strategy where advertisers pay a fee each time their ad is clicked. This method involves creating and managing paid advertising campaigns on search engines like Google or Bing, as well as on social media platforms and other websites. The ads are shown to users based on specific keywords, interests, demographics, or browsing behavior.

The core principle of PPC advertising is bidding on relevant keywords or targeting criteria. When users search for or engage with content related to these keywords or criteria, the ads are displayed to them. Advertisers set a budget for their campaigns and pay only when someone clicks on their ad, making PPC a cost-effective and measurable marketing method.

PPC advertising offers a variety of ad formats, including text ads, display ads, video ads, and shopping ads. This flexibility allows advertisers to choose the most appropriate format for their goals and target audience. Additionally, PPC campaigns can be optimized in real-time based on performance metrics such as click-through rates (CTR), conversion rates, cost per click (CPC), and return on ad spend (ROAS).