When the consumer then clicks on Nike’s ad that’s when Nike pays for the click.
Pay-per-click (PPC) allows companies to bid on keywords to trigger their ads. For example, if you search “shoe store near me,” Nike can bid on the keyword “shoe store” and can pop up in the search results. When the consumer then clicks on Nike’s ad that’s when Nike pays for the click. PPC can be used on search engines, as well as social media. Being one of the most cost-effective paid advertising techniques, PPC increases your organic search results to consumers who are ready to buy.