PPC

Pay Per Click is the advertising model where the buyer is billed per click on their ad rather than per impression or conversion. It is the umbrella term for auction-driven click buying — Google Search, Microsoft Ads, and similar platforms — where your actual cost per click is determined by bids, quality scores, and competitor pressure.

For affiliate and iGaming buyers, PPC usually means search traffic: bidding on brand and casino-intent keywords, which delivers the highest-intent users in the industry. The economics are brutal at the top — branded casino terms are expensive and often restricted — so profitability depends on keyword selection, ad rank efficiency, and compliance-safe landing flows. Track search terms reports weekly; irrelevant queries silently drain budgets faster than any other leak in a PPC account.