Why we need PPC?

Hi All
I am new to the PPC field with little knowledge with it
I have some knowledge in SEO
I have new Client who wants his website to get more Traffic & conversions
His website is related to a educational sites
The Campaigns which were earlier was been Paused due to many clicks from Content Networking & no conversion
What are the terms should i need to consider when promoting the Campaigns & AdGroups?
As this is an educational website with .COM Domain i kindly need tou people suggestions
What will happen if i reduce the Content Networking bids, Does it affect the Traffic & my Budgets ?
I need to get the Traffic only from Google Adwords
Thanks in Advance

See original post by kattposh43