Pay-Per-Click (PPC) advertising is a model of internet marketing where advertisers pay a fee each time one of their ads is clicked. It's a way of buying visits to your site rather than attempting to earn those visits organically. The most popular PPC platform is Google Ads, which allows businesses to bid on the placement of their ads in Google's sponsored links when someone searches for a keyword related to their business offering.

How PPC Works

1. Keyword Research: The foundation of a successful PPC campaign is selecting the right keywords. These are the words or phrases that potential customers type into search engines.

2. Ad Creation: Crafting compelling ad copy that includes the keywords and calls to action (CTAs) designed to entice users to click.

3. Bidding: Advertisers bid on how much they're willing to pay for a click on their ad. The highest bidder typically gets the best ad placement.

4. Landing Pages: The destination page where the user lands after clicking the ad. This page should be relevant to the ad and optimized for conversions.

5. Monitoring and Adjusting: Continuous analysis of the performance of the ads, keywords, and landing pages. Adjustments are made to improve click-through rates (CTR) and return on investment (ROI).