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What is Pay-Per-Click Advertising?

Pay per click (PPC) is an advertising technique used on search engines where advertisers only pay when a user actually clicks on an ad to visit the advertiser's website. Advertisers bid on keywords they predict their target market will use as search terms when they are looking for a product or service. When a user types a keyword query matching the advertiser's keyword list, or views a page with relevant content, the advertiser's ad may be shown. These ads are called a "Sponsored link" or "sponsored ads" and appear next to or above the "natural" or organic results on search engine results pages.*

Google AdWords Sponsored links

Glossary of Common Terms**


A click (sometimes called a clickthrough) occurs when a user sees your ad and clicks on the title of your ad, leading them to your website.

cost-per-click (CPC)

The cost-per-click (CPC) is the amount you pay each time a user clicks on your ad.

Google AdWords

Google's advertising program based on cost-per-click pricing


An impression occurs every time your ad is shown on Google or on sites or products in the Google Network. This is not the same as a clickthrough.


A keyword is a word or word phrase describing content on a webpage.

** Information from Google AdWords Help Center

Free Consultation

At Akayna Studios, we like to meet and talk with each of our clients in person – this holds true with potential clients as well. If you are interested in setting up a time to meet and discuss your marketing goals, please contact us.


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