Pay Per Click Advertising
PPC stands for pay-per-click, a model of internet marketing where advertisers pay a fee each time of their ads is clicked.
In other words, you are buying visits to your site as opposed to “earning” those visitors via organic search.
While this may sound simple, it’s anything but. In order for ads to appear alongside the results on a search engine,
advertisers cannot simply pay more than competitors to guarantee their ads show more frequently or prominently.
Instead, ads are subject to what is commonly known as the Ad Auction. The Ad Auction is an entirely automated process
that search engines use to determine the relevance and validity of advertisements appearing on their results page.