Glossary
PPC
PPC, or pay-per-click, is advertising where you are charged only when somebody clicks your advert rather than when it is shown.
Google Ads and the social platforms all work this way. What you pay per click is set by an auction, adjusted by how relevant the platform thinks your advert and landing page are.
Why it matters to you
It is the only channel that can produce enquiries this week. It is also a tap rather than an asset: it stops producing the moment you stop paying.
An example
A trade business can be live and taking calls within a day of setting up a campaign, and back to nothing within a day of pausing it.
Where this comes up: paid advertising .