PPC
PPC (pay-per-click) is any advertising model where you pay only when someone clicks your ad.
In detail
The click price is set by auction and adjusted by ad quality, so relevance directly lowers cost.
PPC is the pricing model; SEA is search advertising specifically. Not all PPC is search.
Example
Paying €2.40 for a click on a search ad but nothing for the impressions that were not clicked.
Why it matters
It makes cost per outcome measurable, which lets you decide budgets from unit economics.
Common mistakes
- Optimising for cheap clicks that never convert.
- Confusing impressions with reach that matters.
Related questions
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- SEO vs. SEA: What Is the Difference and Which One Should You Use?
SEO earns positions and compounds; SEA buys them and delivers immediately. A balanced comparison of cost, speed and control.
Related guides
- The Complete Google Ads & SEA GuideGuide
Paid search from first principles: account structure, keywords and match types, ads, landing pages, bidding, tracking and profitability.
Related terms
- CPC
CPC (cost per click) is the amount you pay for one click on an ad.
- CPA
CPA (cost per acquisition) is what you pay, on average, for one conversion.
- ROAS
ROAS (return on ad spend) is the revenue generated per unit of advertising spend.
- SEA
SEA (search engine advertising) is paid advertising in search results, bought at auction and usually charged per click.
Related questions
- What is SEA?
SEA (search engine advertising) means paying to appear in search results, most commonly through Google Ads. You bid on the searches you want to appear for and pay when someone clicks.