PPC or pay-per-click is a type of internet marketing that involves advertisers paying a fee each time one of their ads is clicked. Simply, you only pay for advertising if your ad is clicked on.
For ads to appear alongside the results on a search engine (commonly referred to as a Search Engine Results Page, or SERP), advertisers cannot simply pay more to ensure that their ads appear more prominently than their competitor’s ads.
Instead, ads are subject to what is known as the Ad Auction, an entirely automated process that Google and other major search engines use to determine the relevance and validity of advertisements that appear on their SERPs.
There are many different tools that can help make your work easier. Here are some of the most popular ones: