Search engine advertising is one of the most popular types of PPC and involves advertisers displaying their ads in the search results (typically, ahead of the organic results).
Brands can determine which keywords to target, so when someone searches for relevant terms, they will see a related ad, and be enticed to click through to the website.
PPC ads are also available on social media channels such as Facebook, Instagram, and LinkedIn. For these ads, you set your targeting, run ads to be displayed to your target audience, and pay every time a user clicks on your ad.
It is important to note that the fee you pay (or the “cost-per-click”) can vary depending on the competition level, the precision of your ad targeting, and other factors. Setting a budget aligned with your goals and auction prices of your desired targets is crucial to your PPC success.