Leverage a combination of PPC campaigns and SEO to achieve long- and short-term goals.

Pay Per Click advertising can generate traffic almost immediately, therefore using PPC engines is a solid short-term strategy for businesses entering the e-commerce arena, or wanting to create traffic to a new site or product, or needing to buoy their performance. However, PPC engines are becoming increasingly competitive and expensive, so it probably does not make sense for it to be your only traffic generation strategy. Search engine optimization (SEO) takes longer and requires maintenance, and can take longer to yield the kind of traffic that will achieve your traffic goals, but it can be more cost effective and secure over the long-term. You can track the performance and cost-effectiveness of both kinds of campaign using your web site traffic analysis tools.