Pay per click (PPC) is a type of search marketing where advertisers bid on a range of phrases related to their business and whenever a prospect clicks on their ad (otherwise known as a click through) they pay the bid price. The higher you bid the higher you will appear in the search results.
Pay per click is generally run through pay per click providers who then have search partners which is where their results appear. These results often appear as the sponsored results above the normal web results on a search engine.
In such a competitive sector, pay-per-click (PPC) is essential for targeting heavily saturated keyphrases and driving traffic to the site. It gives immediate presence, can be set up quickly and tracked through to conversion. This can also provide an early presence in search engines while the search engine optimisation (SEO) activity is taking effect.