PPC (pay per click) is a paid advertising model: the advertiser pays for every click on an ad. For an affiliate it is a traffic source that brings results fast, but it costs money and needs control.
In betting PPC has two limits. First, ad networks allow gambling ads only with special approval and for licensed operators. Second, programmes almost always forbid bidding on their brand name and sometimes require campaigns to be approved first.
Before launching a campaign, check the programme terms and the network’s rules, and work out whether the price of a click is below the commission a click brings.