PPC (PAY PER CLICK)
If you ever search for anything on Google or Bing, you’ll notice the ads at the top of the search results, they are usually the ones we click on first. These are pay per click ads.
How do they work?
To start, you research keywords to make sure you pick the ones people are searching for on Google and Bing and that those keywords are relative to your brand or business. The next step is, setting up a campaign targeted at people who use your keywords as search terms. Some keywords are very competitive, so you may end up paying different rates for different words. You can decide how much you want to pay for your keywords, be sure to keep in mind that a lower bid will result in a lower ad position. When your ad goes live, you will set a total budget, the goal being that it be amongst the top ads or Google and Bing for the search term, or keyword, being used.
These ads are called pay per click because you only pay when someone clicks on your ad.