The ads that appear at the top and the right side of your Google searches have come a long way. They are no longer obvious, obnoxious or intrusive, as they were years ago.
This is partly why PPC ads are still so effective. In fact, those first three ads on Google’s searches got over 60% of all the traffic in 2013.
Facebook and Bing are likewise worthy investments because they all work the same way — ads that are purchased with target keywords are displayed for users who search using those words. That’s the simple answer to ‘how does pay per click work?’
Advertisers pay based on how many searches those words get and how competitive the market is. In 2015, there were over 4 million Google Advertisers.