An on-line advertising model where the advertiser pays for every click their advert receives, rather than for the amount of times it is seen. There are several popular networks which offer PPC, the most well-known of which is Google AdWords, which displays adverts next to Google’s main search results and on sites which have opted in to Google’s advertising program. PPC adverts are usually targeted at people performing searches that relate to the advert, in order to ensure a high degree of relevancy.

Along with SEO, PPC is a form of search marketing.