Pay Per Click Management..where in which you will be paying certain amount to the search engines when a customer clicks on your ad that appears on the search results.
Hope you have seen google search page results. ever noticed a group of results in a differant color (moslty they appear on top of organic results and right side). The differance is that in PPC you have to pay a fixed amount per each click your ad or listing receives. see google adwords help for more details