In my experience PPC has a number of advantages. - Your campaign can be up and running in one day. - If you track it correctly it is measurable - Once you tie your PPC campaign back to your business goals it is very scalable. If you are spending €10 on a PPC campaign to make €20 back then you should keep building and expanding the campaign. Alot is written about understanding technically how to manage a Google Adwords campaign but for me the most important area is understanding the relationship between your CPC, your Conversion rate and how much you earn per desired action (be it commission etc). Once you understand this your PPC campaign will be successful. I disagree a little with the idea that PPC is good for short term traffic. I completely agree that SEO is paramount to a succesful online campaign and your margins do improve once you are performing well in organic search but if your PPC campaign is returning well then I would also keep this running.