Communityexperter

pay per click, a name it self indicates, purely you need to pay for each click of your ad on different search engines, and if you have perfect campaign you can drive relevant traffic to get more quality leads

Pay-per-click marketing is a way of using search engine advertising to generate clicks to your website, rather than "earning" those clicks organically. Some ad networks posts the ads in all digital media, not limited to search engines.

Here's how it works: Every time your ad is clicked, sending a visitor to your website, you pay the search engine a small fee. (That's why it's called "pay per click.") When your PPC campaign is well-designed and running smoothly, that fee will be trivial, because the visit is worth more to your business than what you pay for it. For example, if you pay $10 for a click, but the click results in a $300 sale, then using PPC is a no-brainer.

The unique advantage of PPC marketing is that Google (and other ad networks) don't just reward the highest bidders for that ad space, they reward the highest-quality ads (meaning the ads that are most popular with users). Essentially, Google rewards good performance. The better your ads, the greater your click-through rates and the lower your costs.