The Benefits
Search engine traffic is a non-intrusive method of Internet marketing. The majority of online and offline advertising intrudes on the audience, interrupting their activities. Search is unique in tapping into a searcher at the exact moment they are seeking knowledge or a solution. Searchers are on a mission - it's "just-in-time marketing". Search engine traffic therefore originates from a voluntary, audience-driven search. This means the visitors from a 'search results link' have not only selected your listing from among your competitors, but chose the search query that resulted in your listing being shown.

The tangible nature of a Pay per Click (PPC) marketing also provides the marketer an opportunity to generate acquisitions (sales, leads, enquiries etc...), in volume, at a fixed Cost per Acquisition (CPA). Having a fixed CPA ensures that the campaign can be self-financing and subsequently much more scalable; however, to achieve a fixed CPA, with a high volume of acquisitions, a deep understanding of the campaign metrics, how they relate to each other and how they can be positively affected is imperative. Not to mention a clearly defined campaign management process and platform to facilitate the day to day running of the campaign.