Paid search, also known as pay-per-click (PPC) advertising, is an online marketing strategy where advertisers pay a fee each time their ad is clicked on search engine results pages (SERPs). It involves bidding on specific keywords relevant to their business, and when users search for those keywords, the advertiser’s ad appears at the top or bottom of the search results. This method allows businesses to gain immediate visibility and drive targeted traffic to their website, as they only pay when someone clicks on their ad.
