Pay-per-click (PPC) involves paying for your website to have a prominent position on the relevant search results page of a specific search engine. For each visitor that clicks on your link you are charged at a specified rate.  An example is Google Adwords.

Basically, you are bidding to be either the No.1, 2 or 3 spot in the sponsored links section on a search results page.  What you pay for your “bids” depends on the keywords selected and the more popular the keyword, the higher the bid. 

Benefits

• Extremely targeted – your ads are shown only when users are actively looking for a your specific product/service
• Can be geo-targeted – only show ads in your area
• Trackable results
• You can set your own budget!