PPC and the cost of keyword ads are affected by a variety of factors, including how competitive the keyword is, the quality of the ad, and the bid. Therefore, it is not easy to tell which fee is lower.
In general, if the advertiser buys a keyword with high competition, the keyword ad may bid higher for a better placement. Similarly, PPC bids may be higher if the advertiser needs a more prominent position.
However, keyword ads don't have to be bid higher than PPC. In some cases, advertisers may choose lower-biding, higher-quality keywords to get better click-through rates, resulting in lower costs. At the same time, PPC can also achieve a higher click-through rate with lower bids if the advertiser has a better creative and marketing strategy.
In summary, the cost of PPC and keyword ads is affected by a variety of factors, and it is not easy to determine which cost is lower. In practice, advertisers should choose the ad delivery method that suits their needs and budget, and develop a reasonable bidding strategy.