Pay-per-click advertising is a type of digital ads that imply you’ll be paying a specific fee for every click on your link in the promoted section. They come up first when people search for related topics on Google or other engines, and as most tend to buy from the first few links on the front page, you’re drastically increasing the volume of visitors and sales. You’re essentially “purchasing” those visitors instead of getting them organically – however, both SEO and PPC efforts combined show the best results. It’s just that search engine optimization for eCommerce is a long-term process as opposed to instantaneous conversion from buying ads on Google.