Pay per click (PPC)* refers to the online advertising payment model where payment is based solely on qualifying click-throughs. These are the ads that appear on the top premium position and along the right side rail of the organic or natural listings on a search engine results page (SERP). Pay per click (PPC) allows advertisers to create ads and target specific keyword(s).
A keyword-targeted ad is ranked on a search engine result page (SERP) based on the matched keyword's maximum cost-per-click (CPC) bid and Quality Score.
Some keywords are more expensive than others, but with the proper strategy and mechanisms in place, the cost can be curbed, which is why PPC keyword research is essential for identifying certain target keywords.