PPC (pay per click) advertisement refers to an online advertisement for which the advertiser pays when the user clicks on it. A PPC advertisement is usually displayed alongside organic (i.e., unpaid) search results by various companies (i.e., Google, Bing, Facebook, Instagram, LinkedIn, etc.).

Unlike a traditional advertisement (which is usually charged for every time the advertisement is shown), PPC advertisements are focused on the actions of the user (i.e., when they click on the advertisement); therefore, in most cases, you only pay when a user lays any interest in your advertisement (i.e., clicking it).

  • PPC advertisements typically will appear at the very top of the organic search results (above or adjacent) when using a search engine.
  •  Additionally, there are a few different formats used to present these advertisements; for example, while searching on a search engine, the advertisements will generally consist of a headline, a short description, a display URL, and sometimes include additional <strike>(call), (locations), (product images) or (other) extensions in order to increase the chances of engaging users.    

In a majority of PPC systems, advertisers are able to select keywords or a description that they believe will match what the users of their customers' software/application users type in as their search choices or the behaviour of the users. For example, if a company located in South Delhi wants to reach local users, the company may be able to accomplish this by creating a PPC advertisement and engaging in a bidding system for a key term such as *digital marketing course in South Delhi*. When a user enters any of those terms for their internet search, based on bid amounts, the system will display all of the appropriate PPC advertisements that have a higher quality and relevancy in comparison to the other advertisements.    

Once a user lays interest by clicking on the advertisement, the advertiser will have set an amount that they want to spend on that PPC advertisement daily or monthly – depending upon how long they have set it as an advertisement.

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