Which marketing technique involves paying for placement in search engine results by targeting specific keywords?

Pay per click (PPC) is a marketing technique where advertisers pay a fee each time one of their ads is clicked. This strategy involves targeting specific keywords to ensure that ads appear in the search engine results when users search for those terms. By bidding on relevant keywords, businesses can increase visibility in search results, driving traffic to their websites.

This method is considered effective because it allows for immediate visibility compared to organic methods, such as search engine optimization, which focus on improving website ranking through various strategies over time. PPC campaigns are typically managed through platforms like Google Ads, giving advertisers control over their budget, targeting, and ad placements, which is a key advantage in digital marketing.