In PPC marketing, advertisers participate in auctions to bid on specific keywords or phrases related to their products or services. When a user conducts a search using those keywords, the search engine displays sponsored ads at the top or bottom of the search results. Advertisers pay a fee only when a user clicks on their ad, hence the term “Pay-Per-Click.”

Key components of PPC include:

1. **Keyword Research:**

2. **Ad Creation:**

3. **Bid Management:**

4. **Targeting Options:**

5. **Budget Control:**

6. **Ad Auctions:**

7. **Ad Rank:**

8. **Conversion Tracking:**

PPC offers businesses a highly targeted and measurable way to reach their audience, making it an effective tool for achieving various marketing objectives, including brand awareness, lead generation, and sales. The ability to adjust strategies in real-time based on performance metrics adds a layer of flexibility, making PPC a valuable component of a comprehensive digital marketing strategy.