Pay Per Click advertising has many pseudonyms, PPC, search engine advertising, SEA, paid search advertising but they all refer to the same thing. PPC is a type of online marketing available on the popular search engines like Bing, Yahoo and Google where the advertiser only pays if their ad is clicked and a visitor arrives at their website.

The PPC ads appear alongside and above the organic search results on the search engine results pages. Major Pay Per Click advertising platforms are based on a bidding per keyword model. The advertiser simply decides which keyword phrases they would like to trigger their ads and chooses a maximum price they would be willing to pay if a visitor clicked their ad once triggered by the selected keyword.