1.Pay per click can be used to target specific consumers at a specific area or location and this will increase the quality of your website traffic. Another key important thing about pay par click is that you can schedule the ads to run in the period of high sales in a particular region in order for pay per click to convert well.
2.You pay for pay per click only when someone clicks on your ad. You can also track conversion rate, manage cost and determine your return in investment on the audience that was targeted compared with the normal advertising done offline, where you spend a lot of dollars in a campaign you can’t track or give analysis for.
Most people before starting a campaign on pay per click set a budget to reduce their spending and I advise you do the same. You can put a cap on you daily spending on your pay per click advertising which helps to track how the keyword you used converted. Don’t expect huge results from low budget which doesn’t work every time, but most of the time it’s how competitive your keywords are and the industry you are targeting
Pay per click shows result quickly which brings result quickly, there by bringing in targeted traffic and quality leads to your website, unlike organic search which takes time to convert. You can start pay per click advertising today and start seeing results in terms of conversion and traffic.
Pay per click is the best way to test your key words whether the will convert well or not which will help determine if a site optimization is worthwhile. And pay per click can also serve as a testing ground for new products or offerings in order to get an idea of the reception will look: either it will have high conversion or low conversion.

Source: http://www.contagious128.com/why-we-choose-pay-per-click/