Pay Per Click (PPC)

Pay Per Click (PPC) programs pay you on the basis of the number of clicks you earn through your ads. They are only concerned about the clicks and the no. of times you show the ads dont matter. Also, any purchases or Actions generating through those ads will not be counted either. Therefore,

PPC advertising/ CPC advertising is :

ADVERTISERS : A bit expensive for Advertisers compared to Pay Per impression but its more reliable as they are paying only for clicks generated.

PUBLISHERS : Good for Publishers as CPC ads pay more per click. However, publishers have to take extra care that their ads work well with their campaign. Else, it will turn out to be a loss for them. However, When targetted properly, PPC/CPC ads are the best form of advertising which is profitable for both advertisers and publishers.

CPC : Cost per Click

Payment is given to the publishers on the basis of the no. of clicks generated on the ads.