In the pay-per-click (PPC) model of internet advertising, advertisers are charged a fee each time a user clicks on one of their ads. Instead of obtaining views naturally through search engine optimization (SEO), it allows advertisers to "buy" visitors to their websites.

PPC is essential to digital marketing because it enables advertisers to rapidly and effectively reach their target demographic. Businesses can increase sales through driving visitors, generating leads, and generating leads by bidding on relevant keywords and producing compelling ad content.

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