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PPC gives fast results that are easily measurable. It is also great for a variety of goals (website visits and sales, brand awareness, getting social media followers, etc.), so it complements other marketing activities.
Google Ads service offers multiple campaign types (Display, Search, Video, Shopping, etc.) and campaign goals (Traffic, Brand Awareness, Sales, Leads). Social networks (Facebook, Instagram, Twitter, TikTok) also offer their own advertising.
PPC campaigns can last weeks or months, but it is generally not recommended for them to be shorter than 15-20 days. This is how long the algorithms take to learn the behavior of the target group and optimize ads.
It depends on what your goal is. While some goals are cheaper (brand awareness or reach, which aim to show ads to the maximum number of people), some advanced goals can be more expensive. This is why it is important to define the goals and track and optimize campaigns regularly.
When your ad is shown to your audience, it's called an impression; and when someone clicks the ad, that counts as a click.
You can set up your campaign to optimize for impression (mostly per 1 000 impressions, or Pay Per Mile), but it is mostly always more effective to optimize per clicks (or Pay Per Click).