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Pay-per-click (PPC) is an online advertising method in which advertisements are placed alongside search engine results and on relevant websites. PPC advertisements displayed on search engines are often designed to appear similar to the search engine’s organic results. In this model of advertising, businesses only pay the publisher when their advertisements are clicked. Diverse businesses across many industries utilize PPC services as a way of increasing their exposure to consumers browsing online. PPC is sometimes used by businesses that require assurance that their advertising is cost-effective. Because businesses will only be charged when their ads are clicked and each click is tracked, it is often possible to determine the cost-effectiveness of PPC advertisements. When seeking an increase in internet exposure, businesses may utilize search engine optimization services (SEO) and social media marketing services (SMM) alongside their PPC efforts. Both SEO and SMM services are designed to increase web traffic and expose businesses to new customers.