1. Your rankings are stable. You decide where you want to be in the rankings by deciding how much you want to pay. The more you pay, the higher the ranking.

2. We all know that your natural search engine rankings can go up and down - sometimes quite violently. You have consistency when you purchase your positions with PPC.

3. There is no doubt that with some searches the visitor is more likely to click on the PPC advertisement rather than the pure search result.

4. You may be getting good rankings on the natural search results on certain terms but not on others. PPC is an ideal way to "fill in the blanks". This is applicable to every business because a website cannot rank well on every search term.