Pay per Click (PPC)

Pay per Click (PPC) explained

PPC can be used for different advertising formats. It is therefore not a separate channel and is not inherently limited to search ads or keywords. The booking terms matter: which clicks count, how their price is determined and how adjustments are handled.

CPC means cost per click. Average CPC is the included click costs divided by the corresponding clicks. A calculated CPC can also serve as a comparison metric even when the media itself was not bought on a click basis. Name the pricing model and reporting metric separately.

A click alone says little about its quality. People can click accidentally, fail to load the page or expect a different offer. Platforms assess detected invalid activity under their own methods. A click without a conversion is not automatically fraud, and filtering does not prove that every problem was detected.

A complete assessment includes creative, management and follow-up costs alongside media. Examine the journey from the advertising promise to the actual outcome. This helps establish whether paid interactions serve the task and where improvement is useful.