PPC marketing is a form of Internet marketing where a company is able to advertise their products or services on the internet by paying as little as a few cent for every click of the ad.
There are basically three types of PPC Marketing: Search Engine Optimization (SEO), Pay-Per-Click (PPC), and Display Advertising.

AdWords is Google's online advertising network where a business can use keywords or phrases to advertise their products."
Pay Per Click" is when a business makes an advertisement and pays only when someone clicks on their advertisement or "clicks through". With this method, it works similar to placing an ad in one or two newspapers.

AdWords is a web-based advertising platform where businesses can pay for keyword phrases that are relevant to their keywords to see what websites & search terms people are clicking on. The business can then pay for each click from the ads on each one of these websites & search terms.

The AdWords application helps businesses decide how much they should spend to reach the audience they want for each campaign, and gives them access to relevant ads based upon searchers' specific interests. This will help you reach your target audience when they are searching online for your product or service in a cost-effective way. Businesses can list as many websites or keywords as they want. In addition, businesses have the option to select which countries they want their ads to appear in.

CPC is the cost per click while CPM is the cost per thousand impressions. The short-term plan, which you select when creating your AdWords campaign, comes with a maximum budget of $10,000 per month. Your daily budget depends on what you select in the campaign settings:
CPC = Cost Per Click
With CPC bidding, several calculations need to be made before an ad is shown. A lower bid will make it more expensive to show it to someone who clicks on it but not necessarily that they'll click on your ad. This means that both CPC and CPM bidding can work in tandem with each other to see which one causes the best results for you.
CPC bidding can be risky, as you could potentially spend a lot of money on a campaign that doesn't bring in much traffic or conversions.
And because you specify the maximum amount you're willing to pay for each click, the ad won't be shown if it's more expensive than your maximum CPC bid.

The prices of Google AdWords rely upon two factors: your maximum daily budget, and whether you select the Pay Per Click (PPC) or Cost Per Thousand Impression (CPM) bidding option. The more money you want to spend each day on clicks, the higher your maximum daily budget must be, unless you select CPM bidding. The lower your bids are based on CPM, the less you'll pay per click.
AdWords costs money for each impression of your ad (CPM), or cost per click on each one of your keywords (PPC). If people don't click on them, no money is spent at all.
There are two factors that affect your costs:
1. Your maximum daily budget.
2. The type of bidding option you select. You can be charged by either CPC (cost per click) or CPM (cost per thousand impressions).
If you have a maximum daily budget of $10,000, CPC bidding will cost more than CPM bidding does. Also, if the first bid for each keyword is lower than $10 per click, you'll be charged for each one at that rate; otherwise, CPM costing will apply.

SEO (Search Engine Optimization) is the process of making your website more visible in search engine results. This is done by saying something about your business in an intelligent form so they appear higher on the page. SEM (search engine marketing) is essentially advertising your web page to be seen by people who are searching for exactly what you have. SEM means "search engine marketing" and we know it when we see it.
On their own, SEO and SEM are not unique; in fact, both work toward bettering a site or a product or service. It's when you put them together that you get the best results.

An Ad Group is simply a container that allows AdWords to place your ads and keywords into different groups, which helps in organizing and marketing your adverts. An Ad Group is where you structure your particular ads; It's easy to create at the beginning of any given campaign and helps to focus on what parts of your business need focusing upon. Ad Group is a way to organize your different ads that are focused on the same product, service or message. There are two types of ad groups: keyword-based and ad-based.
AdGroup Targets
An Ad group can be targeted in several ways. You can choose the people you want to see your ad; you can choose a specific place to show your ad and you can choose a device (smartphone, tablet or computer).

The long-term plan is made up of a monthly spend limit, requiring you to pay for both your clicks and cost per thousand impressions (CPM), whereas the short-term plan is deducted from your daily budget when someone clicks on an ad.
AdWords has now made it possible to get detailed messages about keyword ranking & advertising status with one click of a button.

TLanding pages are like the page you first see when someone clicks on your ad. They have three basic tasks:
1. Building trust with customers
2. Capturing leads
3. Selling additional products or services