PPC stands for Pay-Per-Click, which is a digital advertising model where advertisers pay a fee each time their ad is clicked by a user. It's a way of buying visits to a website rather than attempting to earn those visits organically through methods like SEO.

In PPC advertising, advertisers bid on specific keywords or phrases relevant to their target audience. When users conduct searches using those keywords, the advertiser's ad may appear at the top or alongside organic search results. The position of the ad is determined by a combination of the bid amount and the ad's quality score, which is based on factors like ad relevance and user experience.

PPC can be highly effective for businesses as it allows them to reach potential customers at the precise moment when they're actively searching for products or services. It also provides detailed analytics, enabling advertisers to track the performance of their ads and make data-driven decisions to optimise their campaigns. Popular platforms for PPC advertising include Google Ads, Bing Ads, and social media platforms like Facebook and LinkedIn.

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