PPC campaigns are built around keyword or audience targeting, ad copy, and a bidding strategy — advertisers compete in an auction for ad placement, with cost-per-click influenced by bid amount, ad quality, and competition. Search PPC targets high-intent queries; social PPC targets audiences based on demographics, interests, or behavior.
Unlike SEO, PPC delivers traffic immediately and stops immediately when budget runs out — it's a rented channel, not an owned asset. It's typically most efficient for high-intent, bottom-of-funnel queries where the cost of waiting for organic ranking outweighs the cost per click.