So I've been doing SEO/SEM for a little while now and I've come to appreciate the ROI that is involved. As most of you that read this may realize, you can generate a great deal of traffic by using PPC (pay per click) without breaking the bank.

Pay Per Click mainly benefits the advertising party. As opposed to CPM ( cost per thousand impressions ) which I have found does not work well when you are dealing with sites that have less than 2% CTR ( click through rate ), sometimes even less than .5% CTR.

Pay Per Click guarantees the advertiser that a user/guest will at least see your site. Which in turns builds company branding. This is very important to companies that are trying to grow or re-establish themselves within an industry. Look at Ask.com's recent advertising campaign, they have completely re-established themselves as a major player in Search Engines just by getting their name out there ( the algorithm ), sounds technical, very nice.

I can only explain it to a certain level without replicating someone else's ideas. So I will leave you with a link for you to read further into the benefits of using a PPC service. Beginners guide to PPC.