pay per click
Definition
Online advertising payment model in which payment is based solely on qualifying click-throughs.
Information
In a PPC agreement, the advertiser only pays for qualifying clicks
to the destination site based on a prearranged per-click rate. Popular
PPC advertising options include per-click advertising networks, search engines,
and affiliate programs.
Paying per click is sometimes seen by some as a middle ground between paying
per impression and paying per action. When paying per impression, the
advertiser assumes the risk of low-quality traffic generated by the
publisher. When getting paid for actions, the publisher assumes the
risk of low-converting offers by the advertiser. In the PPC model, the
publisher does not have to worry about the sales conversion rate
of the target site, and the advertiser does not have to worry about
how many impressions it takes to attract the specified number of clicks.
Synonyms
PPC
Related Terms
click-through, cost-per-click (CPC), pay per lead (PPL), pay per sale (PPS)
Products
Google Adwords -
Sites
n/a
Articles
Seven Ways to Increase Pay-Per-Click ROI
ClickZ (January 24, 2003)
Beware the Lure
of the Cost per Click
ClickZ (December 28, 1999)
On
the Security of Pay-Per-Click and Other Web Advertising Schemes
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