Pay-per-click advertising enables marketers to reach Internet users on a number of digital platforms through paid ads. Marketers can set up PPC campaigns on Google, Bing, LinkedIn, Twitter, Pinterest, or Facebook and show their ads to people searching for terms related to the products or services.

These campaigns can segment users based on their demographic characteristics (such as by age or gender), or even target their particular interests or location. The most popular platforms are Google Ads and Facebook Ads.