Pay-Per-Click, or PPC advertising, is the practice of online advertising in which brands pay a fee every time a person clicks on their ads. Essentially, it’s a means of paying for targeted traffic to your website, rather than waiting for users to find your site organically.
Using search engine platforms, like Google Adwords and Bing Ads, advertisers create ads for Search Engine Results Pages (SERPs), social media, websites and within apps. The most popular method of PPC is paid search ads in which advertisers bid for ad placement when online users search for certain search terms (e.g. ‘PPC services’). Search engines use your bid, combined with other criteria, such as the ad relevance, to determine which ads are shown, in which order.