PPC advertising on search engines is very similar to SEO. The advertiser bids for their ad to be placed on the search engine based on a certain keyword. For example, if someone types “fountain pens” in the search bar of a search engine, then advertisers who have bided for that specific keyword may have their advertisement appear on the results page.

PPC advertising on social media is a little different than on search engines. Instead of biding for keywords in the hopes that your ad makes the cut, your goal is to choose a targeted or specific audience. These advertisements on social media also don’t have to typically lead visitors to your website but can take them to your own social media account instead.