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PPC (Pay Per Click) is part of an advertising method used on websites and search engines where a paid advertisement will appear near the desired results. In this way, the host is paid an agreed amount each time a visitor clicks on the advertisement.[1]


PPC is also related to CPC (cost-per-click). By using PPC campaigns, advertisers pay their host only when the advertisement is clicked. In the case of search engines, the advertisers bid on a set of keywords relevant for their target market.

How to Develop a PPC Campaign?

Advertisers usually start by selecting the keywords either as groups, phrases, or categories based on their importance. These keywords will be inserted in the advertisements. The advertisers who are able to invest a lot of money in useful and relevant advertisements according to their business are usually listed first. Besides the right keywords, it is also necessary to choose the right type of campaign to promote the chosen keywords, such as Google AdWords or Microsoft adCenter.


The main difference between PPC and CPC consists of the purpose of each of these methods: PPC describes the campaigns work, whereas CPC represents the amount of money that the advertiser is willing to invest in each click.[2] CPC represents the assessments of the costs related to advertisements and depends on the competition level for a specific keyword.