Pay Per Click

Pay Per Click, or PPC, is a pricing model used in some forms of online advertising where advertisers pay a set amount each time their advert is clicked on (directing the prospect to the advertisers site).

The amount paid for each click (the cost per click) is often determined by an auction like process. Where this is the case advertisers bid on keywords, with those paying the most per click being rewarded with the top listings.

PPC adverts often look like search results, and in fact the results of some search engines are produced by this method alone. In this situation the order of results is governed by the advertiser's willingness to pay more for traffic rather than the direct relevance of the page.

In the UK the top PPC programs are Google Adwords, Overture, Espotting and Mirago

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