What is Pay Per Click (PPC)?
‘Pay Per Click’ refers to an online advertising model that lets the advertisers pay only when someone clicks on their advertisement. Usually, clicking on the advertisement will redirect them to the advertiser’s website or landing page.
It has been popularized by the search engine giant, Google as it is the most common form of advertising model used by them. The website owners can also take payments from other companies or individuals for displaying advertisements on their website using the PPC model.
A major disadvantage of the PPC model is that fraudsters can misuse the core functionality of the model by using special software to make repeated clicks, thereby making the advertiser pay more.