In some cases, ranking in highly competitive search terms, can be quite challenging and investing in paid traffic can prove more cost effective and more immediate in providing results. Pay-Per-click marketing isn’t just available through the search results. Paid ads can be used to target specific users based on interesetes via social media. YouTube allows for both video and banner ad placements during viewing of other videos. There’s also Remarketing, which is a great enhancement to your PPC campaign with Google, allowing your ad to appear to recent visitors to your site on other websites with AdSense ad space.