chapter  9
17 Pages

Pay per click

Pay per click, or PPC, is an advertising technique used on websites, advertising networks, and search engines. Pay-per-click advertisements are usually text ads placed near search results; when a site visitor clicks on the advertisement, the advertiser is charged a small amount. There are many variants to the pay-per-click model, the most notable include pay for placement and pay for ranking. Pay per click is also sometimes known as cost per click (CPC). Depending on the search engine, minimum prices per click start at US$0.01 to US$0.50. These prices can reach up to GBP£17+ per click for services such as unsecured personal loans. Very popular search terms can cost much more on popular engines. This advertising model may be open to abuse through click fraud, although recently Google and other search engines have implemented automated systems to guard against this.