The growth of your business depends on a marketing strategy that helps to pull your customers. PPC (Pay Per Click) or paid marketing is one such channel which has to be considered while strategizing promotional funnel.
PPC is done by targeting appropriate Keywords, Landing Page Optimization and optimization of Bid rates. In this process you pay per click so it is easy to control the budget and measure the rate of return for your promotional campaign. Adwords platform is used to get this done.