AdWords is one flavor of PPC Advertising
PPC includes ads on Google, Yahoo and Bing – these are the ads you see at the top and right-hand side of search pages – or even on Facebook pages. Usually PPC ads cost nothing to display – when a viewer clicks on the ad, only then is an advertiser is charged for the ad – hence ‘pay-per-click’. In some cases ads are charged per 1000 ‘impressions’ (1 impression = the ad appears one time on a webpage displayed on one person’s computer).
PPC is a very easy way to promote your website when getting a 1st-page organic position is a longer-term, more difficult goal. PPC is generally profitable when your business targets a specific segment of the market with a relatively unique product or service or offer – and when there are not a lot of competitors bidding against your ads and driving up the cost of your PPC efforts.