PPC or Pay Per Click advertising referencing the types of advertising that use a CPC model, like Google Ads. The foundation of CPC is when someone clicks on your ad, you pay for that given click. Typically used when referencing search ads, as it allows advertisers to bid on commonly searched phrases/keywords and display their ad. Some display, video and social media advertising platforms allow you to pay based on click-based engagements, in which those too would be referred to as PPC. PPC is commonly compared with CPC advertising.