Pay-Per-Click (PPC) is an online advertising method that marketers use to attract quality traffic to a particular webpage. Like the name sounds, these ads function where the advertiser only has to pay when someone clicks on their ad. If your competition is running pay-per-click ads as well, things can get a little trickier. If you want your ads to get seen, you’ll need to be willing to pay a bit more if you’re targeting the same keywords/audience.
Essentially, you need to design the most relevant, well-written ad and be willing to pay more than your competition. This ad should point to a well-designed landing page that provides the user a positive experience when they reach it.