Pay-Per-Click, or PPC, is a type of internet marketing strategy that uses online advertising to produce leads and sales. When a user clicks on an ad, the advertiser is charged a fee. This type of advertising works by displaying ads on websites and search engine results pages. The advertiser and the search engine decide on the cost of each click, and the sum paid per click varies based on the keywords used, the level of competition, and other elements. PPC campaigns are extremely targeted and created to maximise the advertiser's return on investment.