Essentially, it is a way for you to buy the ability to give a potential client information about your product or service. Just like with most things in advertising, you’re paying for their attention.
At the top of the PPC food chain is search engine advertising. It allows advertisers to bid for ad placement at the top of the search results through an ad auction based on specific keywords relating to the business offering. When done correctly, these campaigns can be wildly successful. When done wrong, you end up throwing away your money.
There is a lot that goes into building a successful PPC campaign: researching and selecting the right keywords, organizing those keywords into appropriate campaigns and ad groups, and creating and optimizing landing pages for conversions and targeting. The more relevant and intelligently targeted PPC campaign you make, the less you pay. Remember, the person searching on Google is their customer and that user is the person Google has to please.