Paid online advertising, is also known as Pay-Per-Click (PPC) and Pay-Per-Impression (PPI).
It’s a type of advertising where you as the owner pay each time a potential customer clicks on your online ad.
Paid search campaigns are great within Google, they take you straight to the top of Page 1. Pointing straight to your website they bring your product to your customer. Great marketing tactic while you build your on-page SEO campaign.
You pay per click of course in an auction type system. Your competitors are using this too, so you’re competing for the click.
Generic keywords are expensive in high-value niches and where high search volume exists.