PPC ads on the Internet are what commercials are on TV. They are the sponsored links or paid inclusions on Google's, Yahoo!'s and MSN's Live Search Engine Results Pages.
Although they only account for 25% of the traffic originating from a search engine, they are maybe the best way to give your site, your brand or your product more or less instant exposure.
More or less because depending on the market you are trying to target, the best spots (the ads on page 1) can get pretty expensive and unless your budget is unlimited you will have to invest a lot of time and effort or you will be wasting a lot of money without seeing the results you are hoping for.
Running a successful PPC campaign requires constant testing, measuring and maintenance. But it can make the difference between the success and the failure of your online venture.
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Organic SEO can take quite some time until your pages slowly make their way to the top. Even with a perfect strategy, proper keyword targeting and immaculate landing pages it can take weeks or months.
So rather than sitting back and waiting, you can become active and launch a PPC campaign to promote your site; either until your organic SEO results are satisfactory and start generating qualified traffic or as an additional marketing tool.
A PPC campaign gives you a realistic chance to attract potential clients within a very short amount of time. Keep in mind though, that while SEO can been seen as a long-term investment PPC is an advertising expense. You should never consider PPC as a replacement of regular SEO since it can never replace optimized content or make up for the lack thereof. Use them together and you have a very powerful tool towards success.
PPC can be a very successful method to maximize your ROI when planned, implemented and maintained properly.