Pay per Click

Pay per click (PPC) (also called cost per click) is an internet advertising model used to direct traffic to websites, in which advertisers pay the publisher (typically a website owner) when the ad is clicked.

Pay-Per-Click Marketing

Pay per click (PPC) marketing is complex, collaborative, and iterative. It attempts to satiate three distinct appetites:


People click on paid search ads more often than any other form of digital advertising. They don't mind being advertised to, but they want to be offered products that answer their questions and fulfill their needs.


The search engines are forced to cater to searchers and advertisers simultaneously. The searchers comprise their user-base, while the advertisers provide them with their revenue stream. The engines want to provide relevant results, first and foremost, while offering a highly targeted, revenue-driving advertising channel.


Advertisers are offered a unique means of putting their message in front of an audience who is actively seeking their product.

What is PPC Marketing?

What is PPC (pay per click) marketing? Pay per click marketing revolves around keywords. Keyword research, grouping, and organization is the key to creating winning AdWords campaigns, and search engines reward advertisers who can use effective keywords to create well organized, intelligently targeted pay-per-click campaigns. So do searchers.

So it only makes sense that those searchers, your potential customers, should be an integral source for your keyword research. If you can shape your pay-per-click advertising efforts based on actual keyword traffic data and goal conversions instead of third-party estimates, you will not only save money by lowering your irrelevant traffic, but you'll be leagues ahead of your competition—competition that doesn't have the integrated keyword management capabilities that WordStream provides.