What is Pay per Click (PPC)?

Pay per Click (PPC) is a type of search marketing where advertisers pay a set amount whenever their ad is clicked by a prospect (also known as a click thru). Some search engines, like Overture, focus in this type of advertising medium, although pay per click is not limited exclusively to pay-per-click engines. For example, Looksmart, a directory, newly changed its business model to pay per click. In addition, XML trusted feeds through Inktomi and Fast are sold at a per-click basis.