Pay per click, or PPC, is an advertising technique used on websites, especially search engines. Pay per click advertisements are usually text ads placed near search results; when a site visitor clicks on the advertisement, the advertiser is charged a small amount. Variants include pay for placement and pay for ranking. Pay per click is also sometimes known as Cost Per Click or CPC. Pay per click advertising (PPC) is a search engine marketing technique that requires you to pay a fee every time someone clicks to your website from an ad you've placed in a search engine's results . The more you agree to pay per click (or bid) for a specific keyword and the more effective your ad, the higher your site will rank in the paid search results