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PPC is a digital advertising model in which advertisers pay a fee every time someone clicks on one of their ads. Essentially, it’s a way to buy visits to a site, rather than trying to “earn” those visits organically. Search engines like Google and Bing offer PPC advertising in the form of paid search ads.

These ads appear on their search results pages and advertisers bid on keywords that are relevant to their business. When a user performs a search using that keyword, the search engine displays the ad. The cost of a click depends on the competition for that keyword and the relevance and quality of the ad and landing page.