Search is one of the most vital ways to build traffic to your website. Pay per click (PPC) is a type of Search Engine Marketing (SEM) most popularly associated with Google Adwords, followed by Bing Ads. Many people see SEM and PPC as interchangeable in terminology. This section will focus on SEM as the primary media.
SEM works on a cost-per-click basis, hence the name. SEM ads appear at the very top of search engine results before SEO results, as well on the right hand side when searching on a desktop.
Running SEM campaigns can often give you visibility much quicker and easier than trying to build your natural rankings via SEO. You can use SEM results to understand how different keywords perform in driving traffic to your site and more importantly, how well they convert. It's not free, so there are certainly best practices to keep in mind.