PPC (pay-per-click) ads are a form of online advertising where advertisers pay each time someone clicks on their ad. PPC ads are commonly used in search engine advertising, where businesses bid on keywords related to their product or service, and their ads are displayed at the top or bottom of the search engine results pages (SERPs) when someone searches for those keywords.

Here’s how PPC ads work:

1. Keyword research: Before creating a PPC ad campaign, businesses need to conduct keyword research to identify the search terms that their target audience is using to find their products or services.

2. Ad creation: Once businesses have identified their target keywords, they can create ads in Google Ads or other PPC advertising platforms. Ads typically include a headline, description, and a link to a landing page on the business’s website.

3. Bid management: In PPC advertising, businesses set a maximum bid for each keyword they want to target. The bid represents the maximum amount they are willing to pay for a click on their ad. The actual cost per click (CPC) can vary based on competition from other advertisers and the relevance of the ad to the user’s search query.

4. Targeting options: PPC advertising platforms offer a range of targeting options to help businesses reach their target audience, including location targeting, device targeting, demographic targeting, and more.

5. Ad placement: PPC ads can appear at the top or bottom of search engine results pages, as well as on other websites and apps that are part of the PPC advertising network.

6. Measurement and optimization: PPC advertising platforms provide businesses with a range of data and analytics to help them measure the performance of their ad campaigns and optimize them for better results. This includes metrics such as click-through rate (CTR), conversion rate, and cost per conversion.