This is an easy and effective way to drive traffic to your site. In a Pay-Per-Click (PPC) campaign, the advertiser pays a rate when the user clicks on an ad or banner and visits the actual website.
The cost depends on the target keywords and the competition for that keyword. PPC campaigns rely on the search terms. The advertiser makes a bid on the relevant keywords or key phrases. When a visitor uses the keywords that the advertiser has on the list of keywords, the sponsored links or ads will appear on the search engine results page.