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In this video, Brad Gattis, founder of Certified Knowledge and author of "Advanced Google AdWords," introduces PPC (Pay-Per-Click) advertising, also known as paid search or SEM (Search Engine Marketing). He explains that PPC allows advertisers to reach their desired audience efficiently and within budget. The system operates on an auction basis, enabling advertisers to bid for online visibility, whether through paid search or display ads. Gattis emphasizes that businesses of all sizes can utilize this channel to connect with interested prospects. The tutorial aims to help viewers define paid search advertising and differentiate paid search results from organic ones, highlighting how PPC can drive valuable, measurable traffic without wasting advertising resources.