Why it matters
PPC is speed and control: live tomorrow, precisely targeted, measurable to the dollar. The trap is dependence: rented traffic at auction prices that only rise, with no residual value once you stop. It's a strong complement to organic and a fragile substitute for it.
How it works
You bid on queries or audiences; an auction weighing bid and ad quality decides placement; you pay per click and measure what those clicks did. The work is in matching intent, landing pages that keep the ad's promise, and pruning the spend that reports well but sells nothing.
What to do about it
Use PPC where intent is proven and margins support the click price, and judge it on revenue per dollar, not clicks. Run it alongside organic so today's traffic funds tomorrow's free traffic.
