As you probably know, PPC stands for pay-per-click. It is one of the most used tools in internet marketing. Brands bid how much they are willing to pay for every time someone clicks on their word ads. The difference between PPC and SEO is you are buying clicks to a website, instead of earning organic visits. PPC or Word Ads is a function to bid on keywords to place at the top of the SERP (search engine results page). Google also shows paid results on the bottom of page one or the top of page two for brands that bid lower on keywords. Bidding is the same as any other auction-type sale, where the bidder willing to pay the most ‘wins’ by getting the top position on the results page. It sounds like a straightforward process, but there is much more to consider when you are researching the best PPC agency to manage your online acquisition through paid marketing.