PPC is a form of internet marketing. The way it works is you pay a fee every time someone clicks on one of your online ads. A popular form of PPC is search engine advertising (SEA) — you buy an ad that will appear at the top of the search engine page result, when people type in the keywords that your ad uses.
This means more people will see what your business offers (most consumers don’t scroll lower than the top five listings on search result pages). And because your ad matches the keywords they’re already searching for, they’re very likely to click the ad which takes them to your website, where they will get to know your brand. In other words, you’re buying visits to your online business.