PPC is pretty much exactly what it sounds like. It is when you pay for each time someone clicks on your advertisement as it is hosted on a website.
This process is lengthy and on-going. They probably will not be rigid, but rather change over time as your business changes along with the internet.
The first thing to consider here is adding words. This is kind of a no-brainer, but I wanted to touch upon it anyway. As you evaluate what words are working and what aren’t.