PPC basically stands for pay-per-click, or in other words a model of online marketing under which the advertisers pay a certain fee each time their ads are being clicked. Essentially, it is a way of purchasing visits to the site, instead of than attempting to "earn" visits organically. Search engine advertising has been among the most popular kinds of PPC which permits advertisers to bid for their ad placement in any search engine's sponsored links as a viewer searches with a particular keyword related to what their business has to offer. A lot goes into building the winning and best PPC campaign: from researching to selecting right keywords, to organizing keywords into campaigns as well as ad groups, to set up of PPC landing pages which have been optimized for conversions. Search engines reward all those advertisers who create intelligently targeted and relevant pay-per-click campaigns by charging less for the ad clicks. If the ads and the landing pages are satisfying to users, Google charges you less, leading to better profit returns.