PPC starts with identifying keywords. These are relevant to the products and services you offer and words customers are likely to use while searching for products in your niche or industry. It is then up to a business how much they are willing to pay to appear alongside that keyword. This is your bid. However, many other factors surround where your ad appears on the search results pages. These include the monetary value of your bid compared to that of your competitors, the quality of your ads and your website (landing page), and other factors such as the time of day your campaign is running.