Paid for Search ads are the ads you see when you search for specific things on Google or Bing. They are often referred to as Pay per click or PPC for short. This is because you only pay when someone clicks on your ad. They’re a great way of targeting potential customers who are “in-market” for your products or services.
PPC gives control over targeting, and control over how much you want to spend. It allows you to buy the keywords that are most relevant to your business.