PPC Pay-per-click (PPC) is an online advertising model in which an advertiser pays a publisher every time an advertisement link is “clicked” Alternatively, PPC is known as the cost-per-click (CPC) model. The pay-per-click model is offered primarily by search engines (e.g., Google) and social networks (e.g., Facebook). PPC works for brand advertisers. On the other end of the spectrum lie brand advertisers. The goal of these advertisers is to build a psychological construct (the “brand image”) in the minds of their target audience, typically to influence offline or future purchasing behavior.