Similarly, if you want to make a TV commercial during a popular show, you'll also have to pay for that. When the PPC works properly, the fee is trivial, because the visit is worth more than what you pay for it. It's often considered the go-to method for online advertisers because they don't want to pay just to show their ad. We'll go over bids a little later, but for now just understand that's what you can expect to pay if you run a blue jeans ad with Google Ads.
In the offer-based model, each advertiser places an offer with a maximum amount of money that they are willing to pay for an advertisement. In order for ads to appear alongside results in a search engine (usually called a search engine results page or SERP), advertisers can't pay more to ensure that their ads appear more prominently than competing ads. The more competitive your market is and the more expensive your product, the more you'll have to pay to rank high on the listings.