Pay per click (PPC) is a form of online advertising that you, the advertiser, only pays for when someone clicks on your advertisement. PPC, also known as paid search, guarantees your advert appears on a search engine results page (SERP) when a user searches on a specific keyword or term. Because you’re engaging with customers who have already entered the buying cycle, PPC is a highly effective and non-interruptive way to drive relevant traffic to your website. You can measure exactly what you’re getting for your spent, and by fine-tuning and optimizing your campaign, you can achieve excellent return on investment from paid search.Adwords has come up with Identity-Based Pay-Per-Click Marketing. It allows you to target people with specific ads based on their phone numbers and email addresses. This means that you can now direct ads or content to your target audience. And answer them catering to their specific needs and wants.