Pay-per-click (PPC) is an online advertising model where advertisers pay a fee each time their ads are clicked by users. It is a way for advertisers to drive traffic to their websites or landing pages and generate potential leads or sales.

In a typical PPC campaign, advertisers bid on specific keywords or phrases relevant to their target audience. When users search for those keywords on search engines or visit websites that display relevant content, the ads are displayed. The placement of the ads may vary depending on the advertising platform and the bidding strategies employed.

The cost of a click can vary depending on factors such as the competitiveness of the keywords, the quality and relevance of the ad, and the overall performance of the campaign.