PPC stands for “pay-per-click” and refers to a form of online advertising where advertisers pay each time a user clicks on their ads. PPC ads are commonly displayed on search engine results pages (SERPs), social media platforms, and other websites that participate in ad networks.

In PPC advertising, advertisers bid on specific keywords or target audiences, and create ads that are displayed when users search for those keywords or fit the specified criteria. The ads are typically displayed at the top or bottom of the SERPs, or in social media feeds or other websites, and are labeled as “sponsored” or “ad”.

PPC ads can be highly targeted, allowing advertisers to reach specific audiences based on demographics, interests, location, and other factors. They can also be highly effective in driving traffic, leads, and sales, especially when combined with a strong landing page and conversion optimization strategy.

Some common types of PPC ads include:

1. Search ads: These are ads that appear on search engine results pages, usually at the top or bottom of the page. They typically consist of a headline, description, and display URL, and are triggered by specific search queries or keywords.
2. Display ads: These are ads that appear on websites that participate in ad networks, usually in the form of banner ads, pop-ups, or interstitials. They can be targeted to specific audiences based on demographics, interests, and behaviors.
3. Social media ads: These are ads that appear on social media platforms, such as Facebook, Twitter, and LinkedIn. They can be highly targeted based on user data, such as demographics, interests, and behaviors.

PPC advertising can be a complex and competitive field, and requires a combination of keyword research, ad creation, targeting, bidding, and optimization to achieve the best results. Many businesses choose to work with experienced PPC professionals or agencies to manage their campaigns and maximize their ROI.