PPC stands for Pay-Per-Click advertising, a type of digital advertising where advertisers pay a fee each time a user clicks on their ad. Google AdWords, now known as Google Ads, is Google's PPC advertising platform. Advertisers bid on specific keywords and create ads that are shown to users who search for those keywords on Google. The cost per click (CPC) of an ad is determined by a bidding system and several factors including ad relevance, landing page experience, and historical performance. When a user clicks on an ad, they are taken to a landing page where the advertiser can convert them into a customer or lead. Advertisers can track their ad performance and optimize their campaigns to improve their return on investment (ROI).