Pay-per-click or PPC is one of the tools in a digital marketers toolbox. Essentially it is an ad that is placed for your e-commerce website on a digital platform that charges you every time a potential consumer clicks on your ad. common PPC locations are on Google search, Facebook and Instagram. The process is very budget oriented meaning that a higher budget will generally get greater results. if you are thinking about engaging in PPC ads it is important to get the information right on your e-commerce website to ensure you convert guests to customers.