PPC and Adwords are the nuts and bolts of Google Ad Grants.
PPC stands for Pay-Per-Click advertising (also known as Cost-Per-Click), which is a paid method of bringing visitors to a website. An advertiser pays a fee every time someone clicks a PPC ad. Such ads are readily seen by Internet users when they enter a search term online. The search results they view often include ads, in addition to the natural search results.
Google Adwords is the most popular PPC service, although there are others. Advertisers pay Google or other PPC providers, for the placement of ads at the top, bottom, or beside the results that are returned to an Internet user when they search for a topic.
For example, if you search online for something popular, such as “pizza” in your town or city, you may see ads for local pizza restaurants, in addition to the natural search results.
However, if you search on something very specific, such as “Manage Google Grants for NonProfits,” you may or may ‘not’ see PPC ads – it simply depends on whether anyone is posting ads related to your Internet search query.
By the way, nonprofits have a particularly powerful PPC opportunity available to them through Google Ad Grants, which provides a free monthly advertising budget via Google Adwords.