What characterizes PPC advertising?

PPC (pay-per-click) advertising is primarily characterized by the model in which advertisers pay only when a user clicks on their advertisement. This performance-based approach allows businesses to attract potential customers when they are actively searching for relevant information, products, or services.

This model is advantageous because it ensures that advertisers are only charged for actual engagement with their ads, rather than for simply displaying them. This efficiency helps businesses manage their advertising budgets more effectively and focus on generating conversions, as they are directly investing in actions that indicate interest.

In contrast, the other options highlight different advertising models or methods that do not capture the essence of PPC. Paying a flat fee for ad space, as suggested in one of the options, refers more to traditional advertising methods rather than the performance-focused nature of PPC. Similarly, stating that it is a free method of advertising is inaccurate, as PPC inherently involves costs associated with user interactions. Lastly, reliance on organic reach pertains to SEO (search engine optimization) strategies, which focus on improving website visibility without paid ads and are distinct from the paid nature of PPC advertising.