PPC (pay-per-click) marketing is a form of search engine marketing in which advertisers accrued costs only when users click their ads. There truly is no better way to find users who are searching for your services at the exact right time.
PPC is all about relevance. Users are searching for specific products, services, and information at any given time. Advertisers have the ability to show a targeted ad at the exact moment this search is occurring.
Run on Google, Search Partner sites, and Display Network sites, AdWords is the largest pay-per-click platform. AdWords was launched in October 2000 and has gone through several iterations over the last 17 years. AdWords is geared toward the entire spectrum of companies from small businesses to Fortune 500.
Similar to AdWords, Bing Ads is a pay-per-click platform showing ads on the Bing and Yahoo networks. The platform also utilizes Search Partners. Bing Ads is primarily keyword based advertising. As of 2019, Bing Ads has 142 million unique searchers on the Bing Network.