What Is PPC

31 Oct 2025
By Bill Robertson
Glossary
PPC (Pay Per Click) means you pay every time someone clicks your ad. Simple as that.

Example:
 You run a Google ad for “best online casino.” Your site shows up at the top with a “sponsored” label. A user clicks — you pay $1. That’s PPC traffic.

Where PPC is used:

  • Google Ads
  • Facebook / Instagram
  • YouTube, TikTok
  • Affiliate arbitrage — to send traffic to offers

Pros:

  • Instant results — traffic starts right away
  • Full targeting: choose location, age, device, etc.
  • Works well with landing pages and funnels

Cons:

  • You pay for every click — it adds up fast
  • High competition = high cost
  • Needs ongoing testing and optimization
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