What is PPC
PPC stands for Pay Per Click, or advertising where you pay per click, to put it in simple terms. PPC is often used as a general term for Google AdWords, even though AdWords is just one of many platforms that use the PPC model. When compared to paying for impressions or CPA (cost per acquisition), PPC falls somewhere in between. You do not have the same level of total cost control as when paying for a lead or a sale, but you have more control than when paying for ad impressions.
For those who use Google Analytics and AdWords, it can be beneficial to link the two accounts, as this allows you to connect clicks to completed conversions. In this way, your CPC (cost per click) is tied to revenue, making it easier and more accurate to evaluate the performance of your campaign.