PPC and keyword ads are two different ways to serve ads, and they have different purposes and operations, but the main differences are as follows:
Delivery method: Keyword ads are delivered in the form of keywords, where advertisers buy keywords related to their business in order to display their ads on search results pages. PPC is a way of advertising by competing with other advertisers for placements, and advertisers pay a fee for where the ad appears, usually based on the number of clicks.
Ad ranking principles: The ranking principles for keyword ads are based on factors such as how well the keywords purchased by the advertiser match the search query, ad Quality Score, and bidding. PPC is based on factors such as the advertiser's bid and ad quality, with the highest bidder likely to get a more prominent position.
In general, PPC and keyword ads are ads that are triggered by the purchase of keywords and are billed on a per-click basis. However, they differ in how they serve and how ads are ranked. In practice, advertisers can choose the ad delivery method that suits them according to their needs and budget.
The above information is for reference only, for more information, it is recommended to consult the customer service or relevant professionals of the advertising platform.