PPC or Pay Per Click Advertising is a type of advertising model and positioning strategy in the Search Engine Result Pages (SERP) that yields quick results through buying of prominent visibility in the SERPs. In Pay Per Click (PPC) Advertising Management, the advertiser pays depending on the number of times the published advertisement is clicked upon. Today, all prominent Search engines like Google, Yahoo, MSN etc. provide both paid or sponsored listings aka PPC Ads on their SERPs.

PPC Advertising is a performance-driven system of Web Promotion. In this type of listing one does not have to pay for being listed or positioned in the Search Result Pages. Instead, in Pay Per Click Advertising, one has to pay the publisher only for the actual clicks that one gets on the listings from the published link. As part of Pay Per Click Advertising Management, Search Engines auction strategic positions in their SERPs for specific key phrases, which are contested for by several advertisers or contenders. To get included in those listings and drive targeted traffic to the site, one must bid high for a position with competitive yet relevant keywords or key phrases.