Pay per click (PPC), also called cost per click, is an internet advertising model used to direct traffic to websites, in which advertisers pay the publisher (typically a website owner) when the ad is clicked. It is defined simply as “the amount spent to get an advertisement clicked.” – https://en.wikipedia.org/wiki/Pay_per_click
Often called “paying for traffic”, Pay Per Click (PPC) ads are the advertisements that search engines display on the top and to the right of the local listings and organic search results.
Depending on the search phrase, these clicks can range from a few cents to hundreds of dollars per click. With PPC budgets often times 4 digits, it’s worth having a Google Certified partner managing the advertisements, tracking them to measure success and making sure that a return on investment is achieved.