Pay-per-click advertising is a digital advertising strategy that entails paying for the ad once a user has clicked on it. It's an alternative to paying for impressions—in other words, paying every time your ad appears on a search engine results page or website. The prevalence of pay-per-click advertising has allowed companies to narrow their focus and target specific audiences and demographics.
One of the most notable aspects of pay-per-click advertising is the fact that it can bring companies increased revenue at a lower cost than other forms of online advertising, such as display ads. Display ads are often criticized for being too expensive and hard to track, especially when there is no specified target audience. PPC, on the other hand, is much more specific: advertisers can choose keywords used by their target audience, as well as bid prices to increase visibility without necessarily increasing ad costs. Because PPC ads have these options built in, they are also much easier to track and evaluate.