PPC holds for pay-per-click, a model of online marketing in which advertisers pay a fee every time one of their ads is clicked. Basically, it's a way of buying visits to your site, rather than trying to earn those visits generally. Search engine advertising is one of the most popular forms of PPC.

When it comes to increasing traffic to your website, you have two primary options: pay-per-click advertising or search engine optimization (SEO). You can pay for traffic using the PPC advertising programs offered by Google Ads, Yahoo Search Marketing and others. There are two primary models for some pay-per-click: flat-rate and bid-based. In both cases, the advertiser must think the possible value of a click from a given source. This value is found on the type of only the advertiser is offering to receive as a visitor to his or her website, and what the advertiser can gain from that visit, usually result, both in the short term as well as in the long term.