Pay-per-click advertising (PPC) is one of the most common and effective types of online advertising. It's also called Paid Search as you can define keywords that match the users search queries. This enables you to target your ads. You can also limit the display of your ads by region and this combination ensures you hit your target customers. Now, you need to figure out if you want online users to come to your business, visit your shop or do something on the website. With the right message you will be able to get the results you aim for.