What is pay-per-click advertising?

Pay per click / PPC (also known as Cost Per Click / CPC) is a form of calculation of online advertising charges, which is widely used in search engines, advertising networks, and online advertising platforms such as websites or blogs. The rule is that advertisers only need to pay when the user actually clicks on the ad to visit the advertiser’s website. Advertisers can bid on keywords that their identified target market may enter when searching for a certain type of product or service. When the user enters a keyword query that matches the advertiser’s list, or views a web page with related content, the advertisements placed by the advertiser will be displayed. This link is called a “sponsored link” or “sponsored ad.” It usually appears in the sidebar (sometimes above it) of a natural or random results page, or anywhere the webmaster or blogger decides to place it on the content page.
Pay-per-click ads may also appear on content network sites. In this case, advertising networks such as Google Adsense and Yahoo! Publisher Network will try to provide advertisements related to the surrounding content where the advertisement should appear on the page, so there is no need for the search function to intervene.
Although there are many companies in this industry, Google AdWords, Yahoo search marketing, and Microsoft adCenter are the three largest network operators as of 2007. Depending on the search engine, the lowest price starts from 1 cent to 50 cents. Terms that are quite popular in popular search engines are more expensive. What is still controversial about this advertising model is that it opens a door to abuse through click spoofing, but Google and other search engines have developed artificial intelligence systems to prevent this.
PPC engines can be classified into two main categories: “keyword” or sponsor match, and “content match”. Sponsor matching displays your keyword list on the search engine website itself, while ads with content matching function are displayed on publisher websites, business newsletters, and emails.
There are also various products and services in other types of PPC engines. Search engine companies may fall into more than one different category. More business models are continuing to develop. The pay-per-click plan itself does not generate any revenue from the traffic of the display advertising website alone. Revenue is only generated when the user clicks on the ad itself.

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