Every business seeks a high impact and low-cost marketing options. Traditional marketing tools fail the capacity to meet the changing needs and demands of present day competitive markets. On the other hand, pay per click is an opportunity, which is impact intensive and cost-effective. PPC is a useful tool to drive traffic to your website and generate clicks. It can perform even better when used with SEO strategy. Therefore, it is suggested to use highly relevant, low-cost, and long-tail keywords for quality traffic to your site. The long-tail keywords are frequently searched but are not commonly used. Furthermore, the keywords should be popular and often used, making them less competitive and are less expensive. It is a helpful tool to drive quality paid traffic and grow its customer base. Not only that, it can create leads economically. The user can integrate the PPC campaign with keywords to maximize its accuracy. Every digital marketing campaign aims to have a high PPC click-through rate and low cost per click. It is time-consuming but critical for the success of a cost-effective and rewarding digital marketing campaign. The pay per click includes Google advertising, Google Ads, search engine advertising, Bing Ads, PPC ads, etc.