Google PPC is targeted advertising. Your PPC campaign is set up against
keywords or keyphrases that a user may search that you want your ad to align with. The beauty of this advertising is that it has the potential for your ad to appear on page one of the search results. Furthermore, it is also possible for the ad to be positioned above the
organic search results. In addition, you only pay per click. So that means you really are only paying for the specific traffic that is being driven to your website.