What is PPC? How does it work? And, most importantly, how can you make it work for you? This chapter will introduce you to everything you need to know about the exciting world of paid search marketing: keywords, ads, budgets and bids, ad rank, targeting, and conversions. Let’s kick things off with the basics. What Is PPC? Pay-per-click (PPC) is an advertising model that lets marketers place ads on an ad platform and pay the host of that platform every time their ad is clicked