PPC is Pay Per Click, you only pay to search engines when your AD gets clicked. Examples: Google AdWords, Microsoft AD Center, Yahoo Sponsored search merged with Bing AD Center in 2010.
Its a misconception with most businesses that managing paid search is simple. If its done right, its anything but 'simple'. We have heard many horror stories where businesses decide to do paid search management all by themselves.
The marketing people (with money) get really excited when they see 1000s of visitors pour into their website in a matter of days. Its usually too late before they realize the conversion they expected isn't there and not even in sight.
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