Pay Per Click (PPC) is an online advertising model in which advertisers pay a fee each time one of their ads is clicked. It's a way to buy visits to a website rather than earning those visits organically through search engine optimization (SEO) or other forms of digital marketing.

Ad Placement: Advertisers create text, image, or video ads and choose relevant keywords or phrases that trigger the display of their ads when users search for those terms on search engines or visit websites with content related to those keywords.

Ad Rank: Advertisers bids and ad quality scores contribute to their Ad Rank, which determines the ad's position on the search engine results page (SERP). The ad with the highest Ad Rank typically appears at the top, followed by lower-ranked ads.