How does PPC work?

PPC, or Pay Per Click, is a marketing strategy used by businesses to drive visitors to their websites. When using PPC advertisements, marketers pay the platform’s owner every time a user clicks on an ad displayed on the platform and visits their website.

Depending on where the ad is displayed on the site, the payout amount for a click might vary. It can either be a one-time fee or a bid-based approach, in which the advertiser competes with other marketers for a spot on the platform. The advertiser is assigned a rank based on the bid amount provided, which decides where his or her ad will appear.