Simply put, PPC stands for “pay per click.” It’s a method of search engine advertising where the advertiser agrees to pay for every click on an ad, regardless of the final outcome. Since the search engine is only vested in the click, not the conversion, it’s up to the advertiser to maximize conversions any way they can. Search engines will help you all they can, but at some point the advertiser has to realize that the only way the search engine makes money is per click. The only way the advertiser makes money is per SALE.