PPC (pay-per-click) advertising involves creating ads and keywords that are displayed on search engines when relevant searches are performed, with advertisers paying each time an ad is clicked; some benefits are quick results, easy cost control, and targeting visitors already searching for your products, but it requires ongoing optimization and management to achieve good returns. The document provides guidance on setting up PPC campaigns, conducting keyword research, writing effective ads, and other best practices for determining if PPC is suitable and implementing a successful campaign.