Pay Per Click Advertising is a form of online advertising whereby the advertiser only pays on a per click basis. The ads direct visitors to the advertisers website. PPC allows for immediate exposure of your website to search engines such as Google. This enables you to drive traffic to your website instantly.
The cost per click is determined by the level of competiton for the keyterms being targeted, the Search Engine that is being utilised and the relevancy of your ad to your website.