PPC ads, or pay per click ads, are marketing campaigns that advertisers pay a fee for every time a user clicks on the content. PPC advertising appear at the top and bottom of Google search engine results pages (SERPs), as well as on platforms such as Facebook and Yahoo!. PPC ads allow businesses to increase the visibility of their sites on SERPs without needing to gain rankings organically. Advertisers can bid on keywords and keyword phrases that will results in the ad popping up on the platform. If they win the bid, they will pay the agreed-upon amount every time someone clicks on the ad.