Pay-per-click (PPC) is a form of online advertising in which an advertiser pays each time a person clicks on an ad. Search ads on Google and sponsored social posts are common examples.
Advertisers choose keywords or audiences, set a budget and bid, and write the ad. Each time the ad is shown, an auction decides whether it appears. Landing page quality and relevance affect cost and position.
Retailers use PPC to reach shoppers who are actively searching, promote seasonal offers and drive traffic to the online store. Results are measurable, so spend can be tied to sales or enquiries.
Without careful setup, budget can be wasted on irrelevant clicks. Use negative keywords, track conversions and review performance regularly. PPC works well alongside SEO rather than instead of it.