Pay Per Click
Cost per click or pay per click (PPC) is a type of advertising method in internet which is used to direct the traffic to websites and in this process the publishers of the website put advertisements. The advertisers pay the publisher who is a website owner whenever the viewer clicks on the advertisement. In order to advertise; advertisers take the help of search engines and keyword rich phrases relevant to their target viewers to attract the number of clicks. Sites which aim in content charge a fixed price per click instead of bidding on a specific system. The display advertisement or the PPC advertisements are the advertisement which the website owners and search engines have agreed to show their ads. The advertising method in the internet is different from the method used in television and newspaper for advertising which is commonly known as pay per impression.
PPC implements an affiliated model of advertising in which it provides the people an opportunity to purchase products wherever they are surfing as these advertisements pop-up in different sites rather than the common generalised portal in which the advertisement is given only to a specific site and concentrating on a high volume of traffic. Thus in PPC; the advertisements are included in a website by offering financial incentives according to the percentage of revenue earned from the click from the partner sites.
Thus it is a pay-for-performance model and provides purchase-point click-through to the owner. If a website or an affiliate does not generate sales then no cost is produced to the merchant. The pay-per-click may include advertising through banner, pay-per-click and revenue sharing program.
The working of pay per click is that every advertisement has certain keyword. Websites that agree for PPC display an advertisement when the keyword typed by the viewer matches the keyword given by the advertiser and if the advertisement is through a content site; then the advertisement is shown when it matches the relevant content.
This type of advertisements show up at the adjacent or above the organic results on a search engine result page and are usually sponsored links or sponsored advertisements.