Pay per click (PPC) is an Internet advertising model used on search engines, advertising networks, and content sites, such as blogs, in which advertisers pay their host only when their ad is clicked. With search engines, advertisers typically bid on keyword phrases relevant to their target market. Content sites commonly charge a fixed price per click rather than use a bidding system.

Websites that utilize PPC ads will display an advertisement when a keyword query matches an advertiser's keyword list, or when a content site displays relevant content. Such advertisements are called sponsored links orsponsored ads, and appear adjacent to or above organic results on search engine results pages, or anywhere a web developer chooses on a content site.

Although many PPC providers exist, Google AdWords, Yahoo! Search Marketing, and Microsoft adCenter are the three largest network operators, and all three operate under a bid-based model. Cost per click (CPC) varies depending on the search engine and the level of competition for a particular keyword.

The PPC advertising model is open to abuse through click fraud, although Google and other search engines have implemented automated systems to guard against abusive clicks by competitors or corrupt web developers.

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Paid-To-Click (PTC) is an online business model that draws huge amounts of online traffic from people aiming to earn from home. Paid-To-Click, or simply PTC websites act as middlemen between advertisers and consumers; the advertiser pays for displaying ads on the PTC website, and a part of this payment goes to the consumer when he views the advertisement.

The viability of the PTC business model has been questioned, as fraudulent clicks have ramped up the expenses for advertisers.^[1] With lawsuits filed against the internet search companies, the burden has been placed on Google, Yahoo and others to determine the valid clicks from the fraudulent ones,^[2] although PTC site may just be used as advertising, to direct traffic to one's site. Moreover, many users registered in PTC websites are bots.

Some PTCs are also used to mimic mass human traffic which can help a botnet stay undercover and perform click fraud activity in 2nd and 3rd tier ad networks. Many PTC owners also pollute the ads with malware and botnet rootkits.

Scams although exposed on various PTC forums are still heavily used by new-comers who are drawn in to the websites by search engines. Scam PTC sites are known to attract new users with cheap offers for upgrade and referrals and disappear without trace after a short time. If you subscribe to a new site it is wise to be aware of those signs.

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