{"id":21391,"date":"2020-01-28T17:24:57","date_gmt":"2020-01-28T17:24:57","guid":{"rendered":"https:\/\/www.arimetrics.com\/glosario-digital\/ppc"},"modified":"2026-09-17T16:39:59","modified_gmt":"2026-09-17T16:39:59","slug":"ppc","status":"publish","type":"encyclopedia","link":"https:\/\/www.arimetrics.com\/en\/digital-glossary\/ppc","title":{"rendered":"PPC"},"content":{"rendered":"

\"PPC\"Definition:<\/strong><\/p>\n

PPC<\/strong>, or pay per click, is an advertising charging model in which the advertiser<\/a> pays when a person clicks their advertisement. The cost may be determined through an auction, an agreed rate or other platform rules.<\/p>\n

PPC does not describe a particular channel.<\/strong> It can be used in search, display, social media, marketplace and other advertising environments. Nor does it mean that every advertisement in a campaign is charged per click, as the same platform may offer models based on impressions, views, conversions or other actions.<\/p>\n\n

Pay-per-click features<\/h2>\n

The advertiser defines an objective, audience, advertising assets and budget. Depending on the platform, they may also select keywords<\/a>, placements, topics, demographic information or behavioural signals.<\/p>\n

CPC, or cost per click, may be fixed or variable. In auction systems, the amount and the opportunity to display the advertisement depend on factors such as the bid, quality, relevance, context and competition.<\/strong> Paying more does not by itself guarantee the first position or a conversion.<\/p>\n

How PPC ads work<\/h2>\n

When an advertising opportunity occurs, the platform determines which advertisements<\/a> meet the criteria and the order in which they may appear.<\/strong> In search, the query and keywords can contribute to that decision. In display or social media, the audience, content, placement and available signals also matter.<\/p>\n

The click normally leads to a landing page, store, form or conversation. The campaign should measure not only clicks but also visit quality, conversions, cost per outcome and revenue where possible.<\/strong> Attribution may be limited by consent, devices, browsers and measurement windows.<\/p>\n

Advantages of PPC<\/h2>\n

When configuration and measurement are appropriate, the model can provide several advantages:<\/p>\n