PPC stands for Pay-Per-Click, which is an online advertising model that allows an advertiser to pay each time a user clicks on one of their online ads. It is the most popular form of digital advertising and is typically used to drive traffic to websites, increase brand awareness, and generate leads. There are two main types of PPC: search engine marketing (SEM) and display advertising. SEM is focused on providing relevant ads to users who are searching for specific terms. Display advertising is used to target users who have already expressed an interest in a particular product or service.