Pay Per Click (PPC) advertising can fill some very important holes in your advertising campaign. While it is not always the best long-term plan, it does serve as a solid addition to search engine optimization because it is easy to get started, and you can change the ad mid campaign. If you need attention for a defined amount of time, PPC is perfect for you. PPC is also a very solid tool for Direct-Response business models, such as an E-Commerce site. Online stores are a great example; every click generated is a potential customer immediately. Pay Per Click advertising should be managed with short or medium term goals in mind. For long term goals, search engine optimization will always be a wiser option when calculated as a cost per lead. OnlineproZ will help you to come up with short, medium, and long-term plans for your business to smartly capture the traffic necessary to make your business grow!