There are pros and cons to both pay per click advertising and organic search engine marketing respectively. Most of the time XLS Technologies will recommend both campaigns run together.
One big advantage to ppc marketing is faster results. You control placement and to a certain extent the level of traffic you will gain. Where organic campaigns can take months to develop substantial new visitors to a website, a ppc campaign will increase your online traffic within a few hours after launching the campaign. Gaining more targeted, high quality traffic is more easily obtained with these campaigns because you have more "immediate" control.
A major disadvantage; when you cease your pay per click campaign, that traffic simply goes away.
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