Pay-Per-Click advertising, or PPC, is a form of paid media that works so you only pay when a user clicks on the advertisement, which often leads to a landing page on your website targeted to a specific service.
Businesses or agencies bid on industry-specific, product-specific, or branded keywords so that when someone searches for an exact or similar-match search query, your add presents itself. This can be in the form of a shopping ad or a PPC ad for a website. Keywords and keyphrases can be branded or non-branded, such as “Nike” vs. “Women’s running shoes.”
Based on search volume, cost-per-click (CPC), and what areas of your company you’re looking to advertise, the strategy is ever-evolving. See the images below for an example of what PPC ads look like on the SERP.