It is often considered the go-to method for online advertisers because they don't want to pay just to show their ad. Each advertiser informs the host of the maximum amount they are willing to pay for a given ad (often based on a keyword), usually by using online tools to do so. For ads to appear alongside search engine results (commonly referred to as a search engine results page or SERP), advertisers cannot simply pay more to ensure that their ads appear more prominently than competitor ads. One of the most popular forms of PPC is search engine advertising, which allows advertisers to pay for ad placement on a search engine's sponsored links.
When the PPC is working properly, the fee is trivial, because the visit is worth more than what you pay for it. In the bid-based model, each advertiser places an offer with a maximum amount of money that they are willing to pay for an advertising spot. If PPC works as it should, your return on ad spend (ROAS) should be high, since a visit to your site is worth more than what you pay for it.