Pay per click (PPC) is an advertising model where you pay search engines (ex., Google) only when users click on your ad.
Cost per click (CPC) is determined by the advertiser, who bids on keywords they believe users will search.
How do PPC & CPC work?
When a user enters one of your keywords in the search, your ad may appear in the results. If the user clicks on the ad, you pay the CPC. CPC bidding can be helpful as it allows you to control how much you spend on each click.
The downside is that it can get expensive, and there is no guarantee that your ad will appear in the search results.
To succeed with PPC, you must select the right keywords and track campaign results regularly.