1. Ad rank and quality score: The position of an advertiser’s ad on the search engine results page or website is determined by a combination of factors, including bid amount and ad quality. The ad’s quality score is based on factors like click-through rate (CTR), ad relevance, and landing page quality.
2. Budget control: Advertisers can set daily or monthly budgets to control their spending on PPC advertising. Once the budget is exhausted, the ads will no longer be displayed until the budget is replenished or adjusted.
3. Performance tracking: PPC platforms provide detailed analytics and reporting tools that allow advertisers to track the performance of their campaigns. They can monitor metrics like CTR, conversion rate, and return on investment (ROI) to optimize their campaigns for better results.

PPC advertising is widely used by businesses of all sizes to promote their products and services, increase website traffic, and generate leads or sales. Popular PPC advertising platforms include Google Ads (formerly AdWords) for search engine advertising and social media platforms like Facebook Ads for display and social advertising. PPC campaigns require ongoing monitoring and optimization to achieve the best results and ensure a positive ROI.