Pay-per-click advertising is a type of online advertising where the advertiser only pays for ad impressions, not clicks or conversions. It’s also called cost per click (CPC) or cost per mile impressions (CPM).
In pay-per-click advertising, the advertiser bids on different keywords and advertises on search engine result in pages (SERPs). The goal is to have an ad appear when someone searches for terms that are related to the product or service being marketed. For example, if you sell products for people with curly hair, you may want your ads to show up when people search for "curly hair".
The number of times your ad appears on search engine results pages is determined by how much you bid in the pay-per-click marketplace. If someone clicks on your ad, you earn a fee from the advertiser who purchased it.