PPC stands for pay-per-click, a model of internet marketing in which advertisers pay a fee each time one of their ads is clicked. Essentially, it’s a way of 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 “PPC software,” our ad might show up in the very top spot on the Google results page.
google ad-words and social media marketing is the single most popular PPC advertising system in the world. The Ad-words platform enables businesses to create ads that appear on Google’s search engine and other Google properties.

PPC advertising campaign will be, you can achieve a lot by focusing on:

• Keyword Relevance – Crafting relevant PPC keyword lists, tight keyword groups, and proper ad text.
• Landing Page Quality – Creating optimized landing pages with persuasive, relevant content and a clear call-to-action, tailored to specific search queries.
• Quality Score – Quality Score is Google's rating of the quality and relevance of your keywords, landing pages, and PPC campaigns. Advertisers with better Quality Scores get more ad clicks at lower costs.

PPC CAMPAIGN

Once you've created your new campaigns, you’ll need to manage them regularly to make sure they continue to be effective. In fact, regular account activity is one of the best predictors of account success. You should be continuously analyzing the performance of your account and making the following adjustments to optimize your campaigns:

• Add PPC Keywords: Expand the reach of your PPC campaigns by adding keywords that are relevant to your business.
• Add Negative Keywords: Add non-converting terms as negative keywords to improve campaign relevancy and reduce wasted spend.
• Split Ad Groups: Improve click-through rate (CTR) and Quality Score by splitting up your ad groups into smaller, more relevant ad groups, which help you create more targeted ad-text and landing pages.
• Review Costly PPC Keywords: Review expensive, under-performing keywords and shut them off if necessary.
• Refine Landing Pages: Modify the content and calls-to-action (CTAs) of your landing pages to align with individual search queries in order to boost conversion rates. Don’t send all your traffic to the same page.