A PPC campaign, or pay-per-click campaign, is an online advertising strategy in which the advertiser pays a fee each time one of their ads is clicked. Basically you're buying visits to your site, rather than attempting to "earn" those visits organically.
Search engine advertising is one of the most popular forms of PPC. It allows advertisers to bid for ad placement in a search engine's sponsored links when someone searches on a keyword that is related to their business offering. For example, if we bid on the keyword "marketing automation," our ad might show up in the very top spot on Google's SERP (search engine results page). When you do a search for marketing automation, you'll see Google's first result will have an ad icon next to it—that means the company paid for that placement.