When people search online, they use search engines. If they enter your company name, they should find your website. If they don’t enter your company name, how can you make sure that they find you anyway?
You can advertise to be found (PPC), or earn your way to the top of page rankings (SEO). Most companies use both.
Paid Search (PPC)
Rather than spend time and effort to make your website display higher organically, you can pay to make it happen immediately (nothing in life is free).
You bid against other companies for keywords so that your ad and site will display.