PPC is known as pay per click, is a concept where every click on the ads is charged. If the user does search by using keywords and search engine presents a list of links. There are two parts in the list. On the top of the search list are the ads which are paid and in below of the list is organic links.

Organic growth of the link is the best way to reach to the top of the search results. It is free which involves constant social listening and focus on the topic content. The content gives an idea of what is in social networks and what is deemed relevant for the keywords. Keywords are the building blocks of internet search. The webpages that need to be in the SERP, should focus on keywords that are relevant to the context. The search engine crawls, index the pages and create a repository.

The keyword planner helps in creating a list of relevant keywords. Based on the list, the ads are created. Google Ads can be text search, display or video type. It can be targeted to specific customers and can use a specific bidding mechanism. An advertiser can set a budget and the cost of each bid.

 Benefits

The results of the paid search or PPC is immediate. It can specify the target audience. The ads are places before organic links so visibility is high.

 Drawback.

It is expensive and depends on ad relevance.