Pay-Per-Click, known as PPC for short, is where a company lists an advert somewhere online and pays every time a web user clicks on their advert. It's a very effective form of marketing because the company only pays when someone is already interested in engaging with their brand. An example will be an organic soap company that pays Google to display adverts on results pages when a web user searches for “buy olive oil soap”. The company might pay £2, for example, for each click on the advert. The link leads to their website, so the customer can find products to buy that match their search query. There are two costs involved in PPC: paying the agency – at an average of £1,276 per month – and paying the advertising platform (eg: Google, Facebook, eBay). Depending on how competitive your search terms are (think “new trainers” versus “silver polish”), you will have to outbid your competitors in order to get the advertising space.