How Pay-Per-Click is Supposed to Work
Your Ads Show and You Only Pay If Someone Actually Clicks on Them
When a user visits a search engine (like Google) and searches for something, the search engine displays some ads in addition to the regular search results. The ads are typically at the top of the search results and along the right side.
If the ad is relevant to the user’s search, they will click on the ad.
When the ad is clicked, the search engine is automatically paid by the business that owns the ad. The business is only charged if the ad is actually clicked (not just displayed), and the cost per click is somewhere between a few cents and a few dollars (depending on the industry and keyword).
After clicking on the ad, the user is taken to a relevant webpage, finds what they’re looking for, and decides to do business with the owner of the ad.