Google Adwords’ Pay Per Click campaigns (PPC) make it possible for you to appear among the first search results when users search for certain keywords.
Adwords advertising is very useful for small and medium enterprises because when implemented correctly it can be very cost-effective.
Twitter and Facebook PPC campaigns can also be advantageous, but instead of helping you appear at the top of search results they position your ads on your target audience’s Twitter and Facebook feeds.
Both Adwords and Twitter and Facebook ads function on a cost per click basis. You make a bid of how much you’re willing to pay for each click, and you only pay for those that you receive. Of course, you can also specify the maximum amount you want to spend.