Similarly to SEO, PPC relies on targeting keywords. With this method, known as pay-per-click advertising, businesses can use keywords to target potential customers and post paid links in Google for these keywords. Each time they receive a click, your business will pay a certain amount to the search engine. The cost will vary depending on how competitive the keyword is. In addition to Google, Bing and Yahoo also have PPC platforms. You can also purchase ad placements on other websites.