Pay-per-click advertising, or PPC as it’s more commonly referred to, is a form of advertising whereby you pay a fee every time your ad is clicked. You are therefore basically buying visits to your website rather than attracting them organically as you would do with search engine optimisation (SEO). With Google AdWords PPC you effectively pay for your website links to appear in Google’s top rankings giving your website greater visibility thereby hopefully generating a higher volume of traffic. With over 80% of online searches taking place on Google, effective Google AdWords management can be a worthwhile investment.