Pay – Per – Click (PPC) is also known cost per click (CPC), is an internet advertising model used to direct traffic to website, in which an advertiser pays a publisher when the ad is clicked. PPC is commonly associated with first - tier search engines (such as Google ad words and Microsoft Bing ads). With search engines, advertisers typically bid on keyword phrases relevant to their target market. In contrast contest sites commonly charge a fixed price rather than use a bidding system. PPC displays advertisements also known as banner ads are shown on websites with related content that have decided to demonstration ads and are typically not pay per click advertising. Social networks such as Facebook and Twitter have also adopted pay per click as one of their advertising mockups.

Though websites can proposal PPC ads. Websites that utilize PPC ads will display an advertisement when a keyword query matches an advertiser’s keyword list, or when a content site displays relevant content. Such advertisements are called sponsors links or sponsors ads and appears adjacent to above or beneath organic results on search engine result pages.

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