What is PPC Advertising?

PPC (Pay Per Click) advertising is a way of online advertising where the advertiser can set the maximum amount spent per click. This is usually done by managing the maximum CPC (Cost Per Click). Having control over the maximum CPC also enables control over the maximum spend per sale, lead or KPI (Key Performance Indicator). PPC advertising is the basis of Google’s advertising model.


PPC Advertising can sometimes relate to Performance Based Advertising. This is broader than just PPC Advertising, as it also includes affiliate marketing. Generally, the advertiser sets a fee or target CPA (Cost Per Action) for a certain goal, after which the campaign is geared towards reaching the target CPA. With affiliate marketing, affiliates get paid in accordance to the leads or sales they have generated.

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