PPC advertising is the fastest way to drive instant traffic to your website. PPC advertising is especially useful for direct response campaigns where instant and direct action is desired from target customers. This scenario also allows for cost-per-click to be measured immediately against conversions or sales to determine ROI.
PPC is also effective in kick-starting and regulating traffic volumes particularly during times when businesses are launching a new product or service, need to fill an empty sales pipeline, during limited sales season, or when carrying time-sensitive promotions.
PPC can be utilised to surge traffic or to acquire huge customers while demand is high. Unlike SEO, which can take time to build rankings, PPC immediately establishes an online presence, requires no real build-up time, and generates ROI much more quickly when done right. When systematic split testing and optimisation are done on a PPC campaign, cost per click goes down and traffic translates to conversions at a higher rate.