Basically, it's a way to buy views to your site, rather than trying to “gain those views organically”. Search engine advertising is one of the most popular forms of PPC. The main difference is that PPC is paid traffic and SEM covers a variety of strategies, such as PPC and content marketing. Regardless of the advertising platform, you'll most likely see PPC ads every day if you use a smartphone or computer.
In other advertising models, advertisers pay a fee to show the ad, but are not guaranteed to generate results. One of the main advantages of PPC over traditional advertising channels is the ability to easily measure and track the platform's returns. PPC can help you get ahead of these people with a precise level of targeting that traditional advertising doesn't allow. Both through the segmentation settings and the account structure, advertisers can launch successful PPC campaigns whenever relevance is paramount.
You can learn about the competition and more with the Semrush advertising research tool, where you can monitor and analyze what they do. your competitors, analyze their strategy and understand how much they spend on PPC and how much traffic they're getting.