Basically Google Pay Per Click or PPC advertising is where you have an advert that appears in the Google search results for your chosen keywords. When those keywords are searched on Google your ad appears but you do not pay for that advert until someone actually clicks on it. The PPC adverts usually appear on the right of the page, and also at the very top. They are labelled 'sponsored links'.
You can bid for the amount you want to pay (CPC - cost per click). This is partly determined by the amount of competition there is for your chosen keywords.
Usually, the more you are prepared to pay per click, the higher in the list of adverts your ad will appear, but not always, there are other factors to consider.
The more precise and targeted your keywords, Google ads and website pages, the less you will pay per click and the better quality of visitor you will get to your website.
If someone is search Google for the particular keywords you are bidding for, they have already got a genuine interest in the merchandise or services that you are providing. Using PPC you can target different areas or terms and test and measure your results.
If someone arrives at your site via a click through from your Google ad, they are already really primed for what you are offering and are much more likely to become one of your customers.
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