Pay Per Click Vs Free Traffic
Free Traffic: If you have time (lots of time) you could build your own website and get free traffic. In order to receive free traffic from search engines, you'd need to spend countless hours trying to meet the search engines requirements. Not to mention that each search engine is unique. You could exhaust your resources such as time and money, and your web page may not have high enough ranking to produce the results that you're looking for.
Google uses a very complex algorithm called PageRank. PageRank algorithm uses many factors to calculate such as the quality of the web pages, page internal and external linking, quality contents, and many other factors including secret criteria not exposed to public. Your website has to be one of the best, in millions of websites, in order to land on the first results page. It could take months before your website to be competitive enough to land on the first searched results page.
Pay Per Click (PPC) Traffic
Although you pay for the Pay Per Click (PPC) advertisements, you don't need a web page with countless of webmaster hours in order to land on the first results page. In fact, with PPC, you don't even need a web site. You create your own PPC ads with the key words relating to your promotional materials. When your PPC ads have met Google's advertisement criteria, which you could learn, your ads could land on the first page or even on top of the first page, as soon as 15 minutes after posted. Click Here To Jump To Google AdWords.