PPC lives up to its name. It's an online advertising strategy in which you only pay when people click on your ad. It's often considered the "go to" method for online advertisers because they don't want to pay just to display their ad. They want to pay only when people take action based on their ad.
There's no doubt that Google AdWords is the most popular of the lot. That network allows you to run ads on the search results and on private websites. But Google isn't the only search engine in town. Bing has its own version of PPC that allows you to run ads on a variety of Microsoft search properties and partners.
The cost of a PPC campaign is also determined by you. Most ad networks give you the option to set a budget so that your costs don't get out of control. For example, you might run a campaign with a budget of $100 per day. Once you've spent that much, the ad network will turn off your ads for the rest of the day so you don't spend any more.
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