Stukent Social Media Marketing Certification Practice Test

What does PPC stand for in the context of online advertising?

1. Pay per click

2. Pay per conversion

3. Pay per impression

4. Pay per lead

The correct answer is: Pay per click

In the context of online advertising, PPC stands for "Pay per click." This model allows advertisers to pay a fee each time one of their ads is clicked by a user. It effectively functions as a way to buy visits to a site, rather than earning those visits organically through ongoing content efforts or other strategies. The significance of PPC lies in its direct correlation between spending and performance; advertisers can clearly gauge the effectiveness of their campaigns based on the number of clicks received. This model is prevalent in platforms like Google Ads and social media networks, where advertisers can bid on keywords or target specific demographics to reach their desired audience. The other options, while related to marketing metrics and advertising, define different types of payment structures that do not accurately describe PPC. For instance, "Pay per conversion" focuses on paying only when a conversion occurs, while "Pay per impression" refers to paying for every thousand impressions served, and "Pay per lead" involves paying for valid leads generated. These methods differ from the PPC approach, where the primary action that triggers payment is the click itself.