Pay per click is an advertising model used in affiliate programs, meaning that the affiliates will get paid when a user clicks on an ad. In pay per click affiliate programs, the merchants will pay the affiliate for every click the affiliate manages to provide.

Pay per click can also appear in "sponsored link" – the owner pays the search engine to put his link high above other links. However, it does not guarantee, that surfers would choose to click on link; therefore it is not the best way to advertise.