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Pay per click is an advertising model used on the Internet, in which an advertiser places advertisements on sites and pays their owners for a user clicks on a posted banner or "body" document.

PPC systems that mediate between advertisers and website owners are called PPC systems.

CPC is the amount that an advertiser pays to search engines and other online publishers for one click on his ad, which brought one user to his site.

There are two main models for determining CPC (cost per click): flat-rate PPC ("flat rate") and bid-based PPC ("competitive rate").

In both cases, the advertiser must consider the potential economic viability of a click that has a specific value. The advertiser should evaluate what he can get from the user visiting the advertised website, both in the short and long term. Cost per click depends on many factors, such as the search word / phrase, the geographic location of the person doing the search, the time of day at which the search is performed

PPC functioning model, in which the advertiser and the Internet advertising system agree on a certain amount for each click.

This model allows advertisers to place bids for ad space. Sites using the Internet advertising system compete with each other. The main goal: to acquire the best advertising space at the lowest price. Advertisers achieve this by reporting the maximum amount they are willing to pay for ad space.

CPC are used to evaluate the cost-effectiveness and profitability of an ad campaign. Pay per click (PPC) has an advantage over cost-per-impression in that it conveys information about the effectiveness of an ad. Clicks are a way of measuring attention and interest: if the primary purpose of an ad is to generate a click, or more specifically to drive traffic to a destination, pay per click is the preferred metric.

After reaching a certain number of impressions on the Internet, the quality and placement of ads will affect the click-through rate and the received CPC. Due to the high competition, companies that provide the ability to place advertisements with pay per click complements the functionality.