PPC (pay-per-click) online marketing is a form of advertising in which advertisers get charged when users click their ads. Advertisers bid on the value of a click depending on keywords that trigger the ad, platforms, audience etc.
The great advantage of this type of online marketing is that the ads are triggered and shown only to users who search for the type of products or services you offer on your website.
AdWords is geared toward the spectrum of companies from small businesses to large multinational corporations. AdWords is the largest pay-per-click platform launched in October 2000 and it runs on Google, Search Partner sites and Display Network site coverign the large number of potential customers on wide range of websites.
Google Ads can be created for creating Brand Awareness, promoting certain type of product or service, promoting limited time offers.
PPC targeting is very granular, down to the zip code level. Advertisers have the tools to ensure that their ads show only in desired locations as well in desired time span (or exclude certain places). Depending on the products and services you offer, ads can be active 24/7 or e.g. only in the early morning when people go or get to work.
