Pay-Per-Click (PPC) is a form of online advertising where advertisers pay a fee each time one of their ads is clicked. The goal of PPC is to drive targeted traffic to a website and increase sales or conversions. Some of the key concepts and techniques of PPC include:

Keyword research: Identifying the keywords and phrases that users are searching for on search engines and targeting those keywords with PPC ads.

Ad groups: Organizing keywords and ads into ad groups, which are used to target specific themes or products.

Ad copy: Writing compelling and relevant ad copy that includes the targeted keywords and includes a clear call to action.

Landing pages: Creating dedicated landing pages on the website that are optimized for PPC campaigns and relevant to the ad's content.

Campaigns: Setting up and managing PPC campaigns on platforms such as Google Ads, Bing Ads, and Facebook Ads.

Bid management: Setting up and managing bids for keywords and ad groups to ensure that ads are delivered to the right audience at the right time.

Ad targeting: Targeting ads based on factors such as location, device, and time of day.

A/B testing: Running A/B tests on ads, ad groups, and landing pages to determine which elements are most effective at driving conversions.

Analyze and optimize: Analyzing and optimizing campaigns based on key performance indicators such as click-through rate (CTR), cost per click (CPC), and conversion rate.

Remarketing: Using remarketing campaigns to target users who have previously interacted with the website and show them relevant ads.