Let’s first discuss how many searches you see in major search engines. Let’s take an example of Google. You have Organic Results, than you have Paid Results, Google Places and Google Product Lists Results
Pay per click advertising is a great way to get visitors when you need traffic and you need it now. SO it means through organic which is SEO, it may take 6 months to get your website in top rankings or more than that (depends on the competition. That’s not a case in Google ppc, you pay to Google for specific keywords to display your listing in top, and every time a user clicks on the paid listing, your are charged.
Example: You working for a real estate firm. Let’s say ABC Builders and they want their website to get into Google search for a keyword (2 bhk flats in Pune ) keyword is also called as query. Now this would be very difficult through SEO because it make take months and months to show in organic. Here comes Google PPC in picture where the builder will create a paid campaign and pay for the keyword (2 bhk flats in pune ) and display his ad in search results. Now he will only pay when someone clicks on his paid ad So it’s a win win situation for all the searcher gets the website, the real estate company gets one lead, Google generates revenue from this.