PPC, or Pay Per Click, is basically a way of buying visitors to your website. As the name suggests, you pay a fee every time an ad is clicked. So, every time a visitor on a search engine clicks on one of your ads, you pay a fee to the search engine. When utilised properly, the fee doesn’t matter as the click is worth a lot more than the fee-paying paid. I.e. a customer paying £500 for your service is worth the small fee for the click. Being that Google is the biggest search engine out there, the most popular form of PPC is Google Ads. With Google Ads, you essentially bid on keywords and pay a fee when your ad is clicked on. Every time a keyword is searched on Google, Google selects from the pool of Google Ad bidders (and the winner is determined by a number of factors). PPC is an extremely useful digital marketing tool if you have the right campaign.