PPC advertising is a form of online advertising in which advertisers pay each time a user clicks on one of their ads. The cost of each click is determined by the advertiser, who bids on keywords that they believe users are searching for. Advertisers then create ads targeting these keywords, and when users search for those terms, their ad may appear alongside the search results.

PPC advertising can be an effective way to drive traffic to a website or landing page, and can be a useful tool for businesses of all sizes. However, it is important to understand how the system works and to set realistic expectations in terms of results. PPC is not a magic bullet that will guarantee traffic or conversions, but it can be a useful tool in a well-rounded online marketing strategy.