PPC or pay-per-click marketing is basically a search model that works as paid advertising. It is an ideal tool for creating brand awareness, or promoting special offers and for instantaneous traction targeting specific segments of the broader audience. Pay by click model allows for more targeted spending, as the client only pays, when the user clicks on their PPC ad, thus saving your cost. 

PPC in marketing covers more than just the SERPS or google paid search ads & Google Display Network. It also equally caters to social media platforms like Facebook, YouTube, Pinterest, etc.