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Pay-per-click (PPC) advertising, also known as cost per click (CPC), is an internet advertising strategy in which the advertiser only pays money for the ad when the ad is clicked by a potential customer. Furthermore, since PPC advertising is all online, it allows marketers to collect lots of real-time data in regards to who the ad is being shown to, who is engaging with the ad, and much more.

Unlike traditional advertising methods (television, radio, print, etc.), PPC advertising allows you to take back control of your budget. If you run a newspaper ad for three months, you’re going to pay a set cost no matter how effective or ineffective it turns out to be. In contrast, if you run a PPC ad for three months, you will only pay when someone actually clicks on the ad. In addition, you have the advantage of seeing your analytics in real-time and being able to make changes on your ad at any time.