PPC is also known as paid search. PPC ads appear in the sponsored section of a search result. The websites that appear in this section are there because the advertiser was the highest bidder for the keyword or keyword phrase that was used. Each time the ad is clicked on, the advertiser pays the search engine. Hence the label, â€œpay per clickâ€. The key to a successful PPC campaign is to target the right keywords that will result in not only traffic, but conversions. Since the website owner is essentially paying for this traffic, it might as well be worth something to them.