PPC, Pay per Click or AdWords is an advertising model designed to funnel traffic to your website. The amount spent is directly proportional to the number of visitors that click through to your website meaning that you only pay if someone clicks on your advert.
Whilst PPC is an effective model to drive traffic to your website it also provides a number of other benefits including advanced targeting opportunities including keyword, location, timing and device but also the power to monitor advertising spend adjusting budgets on a daily basis if necessary.
However, just like traditional advertising, the advert needs to be well written and speaks to your target audience. A badly worded PPC advert will attract many visitors who have no interest in your product, this will cost you dearly and therefore it is very important that this is managed well. A well-managed PPC campaign can be a very cost effective method of generating new leads.