Using Google, Yahoo, and MSN to effective drive targeted search traffic to your site is a must. How well it “works” depends on the metrics you need to hit through these campaigns. Some companies are OK with breaking even or even losing money on their PPC spends, due to the fact that there could be ancillary benefits to increasing your traffic (i.e. Long-term value, repeat visitors, etc.). PPC is a great way to gauge the actually conversion rate of your website versus the competition. In the PPC environment, the consumer is given choice, so it’s imperative to “convert” this traffic into acquisitions. And if you can’t convert them get them to leave their contact info with you via newsletter signups and exit pops. PPC can really grow over time, and should be a constant focus of improving the depth and effectiveness of the ads and keywords you are using. Targeting landing page content to the actual search phrase is a great way to improve conversion rates. Test and retesting ads and landing pages to increase conversion rates should be a constant focus of your company. You website is NEVER done being improved. It’s always a work in progress tha should be a constant focus of your company.