Pay Per Click can be divided into two segments i.e. Search Marketing and Display Marketing.
The PPC or Pay Per Click search marketing starts when your potential customer type a keyword in the search box of the search engine, it can be both a single word or a long phrase of keywords. After this, they are allowed to choose between the number of results shown on SERP and have the option to click on relevant ads which have been displayed either on the top or right-hand side of the search engine shown related to that keyword entered.
Clicking on this type of advertisement will take them to the page, which contains the information related to the user’s query or the things they are interested in. Depending on the content of the page the user can be converted into the potential customer from there. This could lead to conversion immediately or later.
On the other hand, Display Marketing directly contacts the potential customer by showing them the displays with text, animated content, or video advertisements which are related to the content of the webpage they are located. This is done to show the viewer ads related to their interest which is based on where they are on the web.
For instance, if your business offers services related to hospitality then it can be placed next to the articles on hotels. For mobile users, advertisements can appear on the relevant app. Hence, the market can be targeted according to the users intent or interest rather than on their direct search.