It allows advertisers to bid for ad placement in a search engine’s sponsored links when someone searches on a keyword that is related to their business offering. For example, if we bid on the keyword “Computer software” our ad might show up in the very top spot on the Google results page.
PPC (Pay Per Click)
PPC, or pay-per-click, is the most widespread paid search model in which advertisers pay the search engine for every click on their ad. Essentially, it’s a way of buying visits to your site, rather than attempting to “earn” those visits organically.