Pay per click (PPC) advertising is a relatively easy concept to understand. You only pay for the ads when a person clicks on your ad. This is the basic procedure and the “truest” form of PPC advertising. However, over the past several years, people have extended the phrase “pay per click” to be a more general term to describe a multitude of advertising styles: such as pay per view, pay per signup, pay per call, et al. These other forms of advertising are just as easy to understand. You are only charged when a person completes the action you require them to do, as agreed upon with the publisher of your ads.