Pay Per Click advertising can generate traffic right away and it is very fast, such as Google AdWords, you can generate targeted traffic within a few minutes of opening an account. If you have a short-term campaign for a new product, service or special issue, pay per click can be a great way to generate buzz. It is an effective marketing medium that tackle the power of search to deliver instant and measurable results. While it is easy to get started, a lot of effort is required to maintain a campaign at an optimum level. PPC advertising can cost a fortune. It’s easy to get caught up in a bidding war over a particular keyword and end up spending far more than your potential return. Setting bids low initially can result in ads being displayed in low positions where they attract a low CTR. Real time reporting allows you to quickly identify what works and what doesn't. It is also not enough to just rely on the reporting by the search engines. You have to re-establish the impression and click through data with the resulting traffic on your website landing pages.