PPC and Paid Search are also known under the term “Search Engine Marketing”. It is the art and science of creating paid adverts distributed through search engines in order to drive traffic, leads and sales.
There are different types of ad placements, and styles, each of which will resonate differently with different audiences. In addition, ads can be varied between device type, location and time of day.
For each keyword you wish to rank for, you bid against other people wishing to display their messaging for the same term. This means that for broader, more popular terms, the cost of paid search is much higher than in niche industries with limited competition.