Pay-per-click / Cost per Click marketing is a way of using search engine advertising to generate clicks to your website, rather than “earning” those clicks organically. The goal of a PPC ad is to lead the person viewing it to click through to the advertiser’s website or app, where that visitor can complete a valuable action, such as purchasing a product. Advertising services like Google Ads and Bing Ads operate with real-time bidding (RTB), where advertising inventory is sold in a private automated auction using real-time data. Search engines are incredibly popular advertising platforms. They allow you to display ads that are relevant to what users are searching for.