PPC, or pay-per-click, is a form of online advertising where advertisers pay a fee each time their ad is clicked on by a potential customer. This method allows businesses to reach their target audience through targeted keywords and demographics, making it a highly effective and cost-efficient way to drive traffic to their website. With PPC, advertisers have control over their budget and can track the success of their campaigns in real-time, making it a valuable tool for businesses looking to increase their online visibility and drive conversions.