PPC, also known as Google ads, is a technical way to approach people and get leads with a limited budget and time.
Short tail keywords are highly competitive, but if you use Idea long-tail keywords with high volume and low competition, that would be the best decision.
The main element of marketing includes showing the ads to the targeted people at a particular time.
Negative keywords are those keywords you don't want to rank your site. You can avoid displaying your ads for particular keywords.