Pay Per Click (PPC) is a targeted traffic generating strategy and you pay a fee for every click on your advertisement. I truly love PPC advertising unlike many SEO companies, because if you do it right, it works. As a marketer this method provides a high level of message control that allows your website to be ranked on the first page of a search engine ... in about 2 hours. I've had several people tell me that they don't want to pay for a click, because they want free clicks that result from SEO. In theory this sounds great, but search engine optimization takes time and it costs money. So in theory you you are still paying for traffic whether you utilize SEO, PPC, or a combination of the two. I have one current customer that makes over $25 for every $1 he spends on PPC, which is an amazing ROI. He utilizes both SEO and PPC marketing and even though he is ranked on the first page for multiple keywords he continues to utilize PPC advertising.
In order to produce great results for your PPC campaign I focus on very targeted keywords, demographics and locations. I work closely with my clients to craft the best advertisement and build the most appealing landing page. Then we relentlessly track the success of the ad and the keywords to make sure you are getting a great return on your advertising dollars. On many occasions my clients start with PPC and then as they continue having success with the ads they re-invest the profits into the SEO and specific design elements of their website.
Keep in mind PPC is a results now thing and SEO is a results in the future kind of thing.