Pay per click also known as PPC or called cost per click is an internet advertising model used to direct traffic to portals, in which advertisers pay the website owner when the ad gets clicked. Simply speaking it is the amount spent to get an ad clicked. Pay per click marketing is a method of utilizing search engine advertising to produce clicks to your web site, rather than “earning” them organically.

The exclusive benefit of PPC marketing is that Google (and other advertising networks) do not just reward the highest bidders for the particular ad space; they reward the ads that are very popular with users. Basically, Google rewards good presentation.

In contrast to the generalized portal, which seeks to drive a high volume of traffic to one site, PPC implements the affiliate model, which gives purchase opportunities wherever people may be browsing. It does this by proposing financial incentives to yapartner sites. If a partner does not generate sales, it represents no cost to the merchant. Variants include banner exchange, pay-per-click, and revenue sharing packages.

Google AdWords is the single most popular PPC advertising structure in the world. The AdWords platform enables businesses to create ads that appear on Google’s search engine and its other properties.