Pay per click (PPC) marketing has become very important to a number of different companies across a wide variety of industry. PPC ads are used to drive traffic to a business’s website. The advertiser pays the company that displays the ads for each click that is generated. Many companies have a lot of faith in this kind of advertising and the PPC market. Nearly 83% said they viewed it favorably. For at least 54% of companies that use PPC marketing techniques, the main goal of their PPC strategy is lead generation. For nearly 46%, the main goal is increasing their conversion rates.