Pay-per-click (PPC) is an advertising model in which advertisers only pay the host platform when a user clicks a link in their ad and is directed to the advertiser’s website. PPC ads are often hosted by search engines, such as Google, Yahoo, and Bing, or social media platforms like LinkedIn, Facebook, Instagram, and Twitter. Google Ads is Google’s PPC advertising service, which businesses can use to prominently display their ads in Google’s search results and across its other services and apps. Advertisers purchase PPC ad placements using an auction-based system, but winning an ad spot is not always simply a case of being the highest bidder. Other factors may come into play. For instance, Google Ads uses ad quality and landing page optimization to determine ad rankings. On the other hand, Amazon’s PPC model involves bidding on keywords, with the highest bidder winning their chosen placement for their product ad.