PPC refers to Pay per Click advertising - google adwords and yahoo search marketing among other firms both use this model as part of their offerings

1. Do you think that anyone buys almost anything these days without going online and researching? Not too often anymore. We would even say that these days not doing your research online before you purchase almost any non-trivial item would make you a bit of a fool. PPC can help you find BUYERS 
2. You can target PPC advertising to certain geographic areas, cities, or regions and only advertise to users searching for your specific keywords.
3. With PPC – you can change your daily budget at any time – great control over your cost
4. PPC targets ACTIVE consumers when done right in all phases of the buying cycle. Traditional advertising is like playing the lottery – PPC is a sure thing.
5. You can run online promotions on an ad hoc basis online with a fixed budget – so if it rains or snows one weekend or for any other reason whatsoever - you can scale back or increase your PPC advertising for any timeframe.
6. You only pay for actual clicks – not hard to measure impressions (how many half asleep retired folks saw your last television advertisement – probably half as many as the networks are telling you). PPC can measure your ad performance down to the single click and monitor that users behavior during their entire stay on your website. PPC provides a rock-solid ROI (return on investment) measurement.
7. You can determine a lot of information about your clients by setting up analytics on your site – incoming locations, how long a user stays on a page, etc…
8. With a PPC program, you can test run advertising copy much more inexpensive then running traditional advertising. In other words – before you run a big fat radio or television promotion – does it not make sense to first spend a few hundred dollars on the same promotion over the web to see if the offer is effective or not?
9. You can run almost limitless amounts of advertisements – if you have 50 advertisements you can run all of them in a rotation at no additional cost!
10. Dollar for dollar – the value proposition on the data you will gather alone makes online advertising very, very valuable for your business. The ROI is very high for PPC advertising online.