PPC, also called paid search advertising, is part of search engine marketing (SEM). In tandem with SEO, they are the two most effective ways to attract or target people using search engines (Google, Bing, Yahoo, Facebook) to look for specific services, products to buy or to find information. The concepts of PPC Search Engine and PPC Social Media allow businesses like yours to reach the targeted audience the fastest way by specifying who will see the ads, either through specific keywords or specific demographic characteristics, and you only pay when someone performs an action or clicks on your ad. Learning to leverage the strengths of both search engine and social media PPC will effectively generate positive return on ad spend. Understanding the difference and when to use each platform will increase visibility and decrease cost.