Pay-per-click means that someone advertising will pay every time a visitor clicks on their advert and is then taken to the advertiser’s website.
You can use AdWords to bring targeted traffic to your web site by creating ads and choosing keywords related to your business. Advertisers do not pay to create their adverts (ads) with AdWords, it is totally free and as many ads can be created as required.
AdWords will then place your ads on Google when people search for your specified keywords. AdWords is a pay-per-click system so the only time you pay is when AdWords brings targeted users to your web site. If your ad is displayed 10 times or 10.000 times…. you don’t pay anything. You only pay if someone clicks on your ad.