Pay-per-click (or PPC) advertising is a type of online advertising in which you pay every time a user clicks on your ad. The most common kind is paid search, where your ad appears at the top of search results for a keyword you choose.

PPC advertising is a quick and easy way to get your website at the top of search results, and it does generate traffic—but it also costs money. Here are a few things to consider when deciding whether to try PPC.