Pay per click (PPC)  also called cost per click is an internet advertising model used to direct traffic to websites, in which advertisers pay the publisher  when the ad is clicked. It is defined simply as “the amount spent to get an advertisement clicked.”With search engines, advertisers typically bid on keyword phrases relevant to their target market. Content sites commonly charge a fixed price per click rather than use a bidding system. Pay per click"display"advertisements, also known as "banner" ads, are shown on web sites or search engine results with related content that have agreed to show ads.In contrast to the generalized portal, which seeks to drive a high volume of traffic to one site, PPC implements the so-called affiliate model, which provides purchase opportunities wherever people may be surfing. 

Pay per click advertising can generate traffic right away. It’s simple, Spend enough, get your website or blog into top level or top position, and potential customers will see you first. If some users  are searching for the key phrases or key words on which you bid and you’ve placed a well-written ad, you will get clicks the moment the ad is activated.So PPC advertising is fast. With some systems, such as Google AdWords, you can generate targeted traffic within a few minutes of opening an account.

Pay per click advertising is also quick and light in action, Where natural search engine marketing or other forms of advertising can take weeks or months behind changing audience behavior, you can adjust most pay per click campaigns in hours or days. That provides unmatched ability to adjust to market conditions.PPC can also be a bargain Sometimes, you can find keyword ‘niches’ for which the top bid is around $.10 – in that case, PPC is a great option, because you can generate traffic to your site for a fraction of the cost of any other form of paid advertising.