PPC stands for Pay per Click, and it is known ad the promoted links in the Search Engines. The most famous one is runned by Google, through the Adwords program. Branding and Reputation can be also boosted using this channel, specially when it comes to specific campaigns or product launch.
The benefit of using this “tool” is that whatever Keyword you are trying to boost, for instance “Special Holiday Offers for Xmas” with a clear seasonality character, you can boost it to the first ranks of the SERPs (Search Engine result pages) paying for every click you get.
This can be a great weapon for your Branding campaigns given that it is super accurate and targeted to the specific group of potential customer. However I would not use it as a daily basis source because it requires more investment and a big amount of time to manage it properly.
Branding and reputation online can be boosted and managed with this classic marketing online tool.
