PPC- Pay Per Click
We grew up with what we call TRADITIONAL MARKETING. In this model, your favorite TV and radio shows are constantly interupted by advertiser's messages that are pushing products and services to you. The same thing happens with the ads on the magazines and newspapers, and billboards on the road. Advertisers pay to be allowed to jump right in front of you and steal your attentiond to their message.
On the Online Marketing world, this is called OUTBOUND MARKETING. Sometimes you can do your clients a favor, by letting they know you exist. It might be necessary to show your face on different places, where you can't get "natural" access. That's when you buy space to show on your client's favorite websites, or on the top of the Search Engine Results for searches related to their interests. These are just some of the sites you can have tour message published or your products listed:
You pay for each click your ad receives, and then you bring the public to your content, to tell them who you are, or what you have for them.
When you are selling consumer products, you may also want to be present on the main Marketplaces, like Amazon, E-bay, Rokuten, Walmart, Google Products, etc. You can list all your products or only a specil selection, and pay when you sell or when you bring clients to your store.
OUTBOUND MARKETING can be used to speed up the proccess of being known by the public, or help to outstand your products from the competition. It should be always used in conjunction with INBOUND MARKETING, on the creation of a brand and a relationship with your clients.