Think of it as an online keyword auction. The highest bidder receives the highest rank on the SERP (Search Engine Results Page), provided their ad is relevant and of high quality. If searchers also click the ad, the advertiser pays per click. Short-n-sweet, that's what Pay Per Click, or PPC, is all about.

Marketers use PPC marketing to generate traffic, increase brand awareness, and sales through search engines. It's a popular online advertising model that uses keywords to drive results. PPC advertising is highly competitive and extremely dynamic.

If you want to win the keyword competition for relevant search terms, you need to fully understand the rules of the game of paid search, where it's played, and what the conditions are. We'll give you not only the basics but also some precious tips and tricks on how to be successful right from the start.