PPC stands for Pay-Per-Click, a type of digital marketing where businesses pay a fee every time their ad is clicked. It's a way of buying visits to your site, rather than earning them organically. PPC is an effective way to drive traffic to your website, especially if you're a new business with a limited marketing budget. It's also a good option if you're targeting a specific keyword or location. The downside of PPC is that it can be expensive, and you'll need to closely monitor your campaigns to ensure you're getting a good return on investment.