PPC stands for "Pay-Per-Click," which is a digital advertising model used by businesses to drive traffic to their websites or landing pages. In this advertising model, advertisers pay a fee each time one of their ads is clicked by a user. It's a way to buy visits to a website rather than attempting to earn those visits organically through SEO or other methods.

The most common platform for PPC advertising is Google Ads (formerly known as Google AdWords). With Google Ads, advertisers bid on specific keywords relevant to their target audience and business offerings. When users enter these keywords in Google's search bar, the ads will appear at the top of the search results or in other ad spaces on Google's Display Network or partner websites.

PPC campaigns allow businesses to:

1. Targeted Advertising: Advertisers can select specific keywords, demographics, locations, and other parameters to ensure their ads are shown to a relevant audience.

2. Immediate Results: Unlike organic search efforts, PPC ads can start driving traffic to a website as soon as the campaign is launched.

3. Budget Control: Advertisers can set daily or monthly budgets to control their ad spending.

4. Performance Tracking: PPC platforms provide detailed analytics that allow advertisers to measure the success of their campaigns, track conversions, and make data-driven decisions.

5. Flexibility: Advertisers can modify their ad copy, keywords, and targeting parameters in real-time to optimize performance.

PPC advertising can be an effective strategy for driving traffic, generating leads, and increasing sales. However, it requires careful planning, keyword research, ad creation, and ongoing monitoring to achieve the desired results efficiently and cost-effectively.

Other platforms, such as Bing Ads (now Microsoft Advertising) and social media platforms like Facebook Ads and Twitter Ads, also offer PPC advertising options, providing advertisers with additional opportunities to reach their target audience across different digital channels.