PPC helps to drive traffic to their websites and generate leads through paid advertising programs, such as Google Adwords, in which you are only charged a fee when a user clicks the ad.
Choosing which PPC strategies to deploy will largely depend on the type of business you have and the goals you’d like to achieve.

PPC strategies:
Target Outranking Share
Location Bid Adjustments
Conversion Optimizer
Remarketing Lists for Search Ads
Negative Keywords
Call Extensions and Tracking
Dynamic Keyword Insertion Ads
Bonus: Store Visits