PPC – Pay-per-Click

Definition updated on November 2023

What is PPC (Pay-per-Click) and how does it work in digital advertising?

Pay-per-Click (PPC) is an online advertising model where advertisers pay a fee each time their advertisement is clicked on, rather than paying a flat fee for a broad exposure. In simple terms, it's a way of buying visits to a site, instead of trying to "earn" those visits organically. In the context of the sneaker resell market, PPC can be a valuable tool. When a sneaker drop is about to happen or a reseller wants to highlight a particular inventory, using PPC ads can draw more attention to their online storefront or auction. Platforms like Google AdWords and social media sites offer PPC advertising options. For example, if a reseller wants to promote a limited edition sneaker, they might set up a PPC campaign targeting specific keywords like "buy limited edition [sneaker name]." When users search for those terms, the reseller's ad might appear at the top of the search results. The reseller only pays if someone clicks on that ad, leading them directly to where the sneaker can be purchased. This method ensures that advertising costs are directly related to actual potential sales. It's essential for resellers to manage their PPC campaigns effectively, setting appropriate budgets, and targeting the right audience to ensure profitability. In summary, PPC is a strategic online advertising approach that, when used correctly, can drive targeted traffic to sneaker listings, enhancing visibility and sales opportunities.

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