Pay per click advertising is one of the quickest ways to generate traffic to your site. PPC works by bidding on certain keywords that are chosen. Your bid is to be in a particular position in the search engines. To achieve that result organically, without paying for it, requires time and specialist knowledge. You need to be a web expert with an intimate understanding of search algorithms and how websites are put together. Pay per click advertising means you can achieve that result quickly and without a development specialist.