Pay Per Click Advertising is simply a form of advertising where the advertiser pays a given sum per click thru from the publisher site to their site. Publishers benefit from this by receiving either the whole ppc amount, or a percentage of what the advertiser pays to the respective PPC program.

Underlying the PPC process however are 2 critical principles of operation. They’re critical, because unlike CPA or Cost Per Action, a lead doesn’t need to be generated, nor an action of any sort performed except the click itself - the end user may click through to an advertisers site, then move on, which of course is useless to the advertiser.