PPC (pay per click)

PPC (pay per click) is also known as cost per click (CPC). The advertiser pays for each click made on a banner impression. Payment depends on the number of clicks solely. The CTR (click through rate) measures the success of this kind of online advertising campaign. It is the number of clicks divided by the number of impressions.

Voir le tableau comparatif de référence CPM (cost per mille) vs PPC (pay per click) vs CPA (cost per acquisition) Advertisements

	PPC (pay per click)
Publisher
Publisher Advantages	The publisher can block some advertisers into a filter list.
Publisher Disadvantages	High CTR required. Unpredictable revenue Not all clicks are counted. Risk to have an account closed due to invalid clicks ratio.
Advertiser
Advertiser Advantages	Indicator for banner quality. Must bid at the going rate for exposure The advertiser can block some websites to display the campaign.
Advertiser Disadvantages	Weak correlation between ads and sales or leads. Vulnerable to click frauds.
Ad networks
Best ads networks	Google Adsense, AdBrite...