Pay per click advertising, or simply PPC advertising, is a tool that enables marketers to create ads and bid on different keywords and keyword phrases for these ads. The end goal of PPC advertising is to direct traffic back to an organization’s website. When someone clicks the ad, the advertiser pays the publisher.
The ads themselves are known as sponsored links or sponsored ads. These ads can show up above, under, or adjacent to organic results.
Using pay per click advertising, the marketer pays only for the ad according to how many user clicks it receives. Though it’s a model vulnerable to abuse through click-fraud, Google, Microsoft, and others have created automated systems to protect against abusive competitor clicks or dishonest web developers. Ad spots are sold in auctions to the highest bidders.