The pay-per-click model is primarily keyword-based. For example, online ads (also known as sponsored links) will only appear in search engines if someone searches for keywords related to the promoted product or service. Investing in related keywords can increase your clicks and, ultimately, your profits. The PPC model is considered beneficial to both advertisers and publishers. For advertisers, this model is helpful because it provides an opportunity to promote a product or service to a specific audience who is actively searching for relevant content.

In addition, well-designed PPC advertising campaigns can save a significant amount of money for advertisers, of companies conduct a thorough research on keywords that will bit best according to your product and services. this is so as the number of times you have a click the cost of the post increases for the publisher. For publishers, the Pay-Per-Click model provides a significant source of income. Think of Google and Facebook as offering their customers free services (free web search and social networks). Online businesses can monetize their free products using online advertising, especially the PPC model.