Pay Per Click, usually the abbreviation PPC is used. It is one of the models of payments for advertising on the Internet (for publishing the advertisement on the website). PPC model means that the advertiser pays for number of clicks to the target website from the ad link (banner, text, etc), i.e. he pays for actual number of clicks on the advertising banner.
The advantage of PPC model is that the advertiser pays only for actual visitors.
Use of the PPC in practice: PPC model is one of the ways how the organization can pay for ads publication on the website. PPC advertising helps increase website traffic and thus complements other methods for increasing traffic (e.g. SEO optimization). This is a very clear way in which you can accurately calculate the costs of advertising and received visitors. The advertiser has a clear overview of how many customers he paid for. PPC advertising is also great potential for targeting specific groups of customers. Advertising systems that allow PPC are usually very clear and relatively simple.
If the organization decides for PPC model, it must use one of the advertising systems that allows PPC and where the advertisement can be entered, and where the ad campaign is then managed - runned, paused, using keywords better targeted to target visitors, entered financial constraints of the campaign, etc. The options vary according to specific advertising system (so-called PPC system).
Globally, most widely used PPC systems are Google Adwords, Microsoft AdCenter and Yahoo! Search Marketing. Major social networks such as Facebook or LinkedIn have their own PPC operating system. In every country there are then a number of local PPC systems.