Pay-per-click is a form of search engine and social media marketing campaign, but it is also a metric. This metric will show how many people actually click on your pay-per-click ad, on analytical sheets that record consumer interaction with your campaign ads. What it can also do, is display a story never been seen before on a marketing level. The more accurate and defined your content and keywords are, the more likely you are hitting the right audience, including locally. Keywords play a vital role for search engine marketing, search engine optimization, and pay-per-click ads.