George,
PPC is a form of advertising where advertisers (usually on behalf of commercial websites) pay search engines to appear on search engine results pages.
If we take Google and The Shoe Shop as an example:
1. The Shoe Shop pays Google £1 every time someone clicks on their advert
2. A Googler searcher goes to Google and searches "buy shoes online"
3. The resulting page brings up a list of natural results and also includes some adverts, one of which is for The Shoe Shop
4. The Google searcher clicks on The Shoe Shop advert and goes to The Shoe Shop website.
Now, The Shoe Shop knows that for every 10 people who click its advert, on average they get 1 sale which is £50. So, it knows that by paying Google £10, on average it will get £50 back.
That essentially is PPC.
Hope that helps, Dan



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