In a PPC campaign, businesses create ads that are targeted to specific keywords or audience demographics. When a user searches for a keyword or phrase that matches the business’s targeting criteria, their ad is displayed on the search results page. The business is only charged when a user clicks on their ad, hence the term “pay-per-click.”

The amount a business pays for each click depends on several factors, including the competition for the keyword or phrase, the relevance of the ad to the user’s search query, and the quality of the landing page that the user is directed to after clicking on the ad.

PPC advertising offers several benefits to businesses, including immediate visibility on search engine results pages, highly targeted ads based on specific keywords and audience demographics, and the ability to control ad spend and track the return on investment (ROI) of their campaigns.

However, PPC advertising can be expensive, and businesses need to carefully manage their campaigns to ensure that they are getting the best return on their investment. PPC campaigns require ongoing optimization and testing to ensure that they are targeting the right keywords, using the right ad copy, and driving the right traffic to the business’s website.