Pay per click (PPC) is a marketing or advertising model which is used on advertising networks, search engines, blogs and content websites. Here the advertisers pay only when a netizen clicks on the ad to visit the advertiser’s website. The advertisers make a bid on the keywords which they predict as their target market and these keywords will be used as the search terms when netizen are looking for a service or product. When a netizen types a particular keyword matching the advertiser’s keyword list, or sees a page that has a relevant content, the advertiser’s ad(s) will be displayed. These ads are called “Sponsored Ads” or “Sponsored Links”, which will appear beside or above the organic/natural results on search engine results pages; it may also appear anywhere a Blogger/webmaster choose on a content page.