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Reach targeted market quickly: The two operative words here are "targeted" and "quickly". With the different targeting options provided by the main search engines these days, the advertiser can target ads with pinpoint accuracy. Moreover, the ads can go online almost instantly, which allows marketers to control and alter the marketing approach at very little notice. It is also important to remember, "Search is demand-driven and non-intrusive. And a proportion of searchers will be actively looking for products and services to buy."

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Measurability: Unlike marketing / advertising with other media, paid search marketing provides the kind of measurability [detailed, accurate and almost real-time] that allows marketers to make highly informed decisions on how/where to optimize their marketing spend. The actionable data available to marketers ensures that they no longer have to operate in vacuum or guesswork.

Brand visibility: Paid search marketing [or for that organic search marketing, as well] is a great complement to other offline marketing activities. Time and time again, it is seen as users tend to end up using a search engine immediately upon seeing or hearing an offline ad (print, television, radio) or seeing some offline marketing collateral. Search engine visibility via the PPC ad act as signposts to direct people to the website.

Improving website: An indirect benefit of recent changes made to paid search advertising platforms (mainly Google Adwords) that take into account the quality of landing pages in determining the cost per click / position of the ad. As a result, businesses are forced to improve the landing pages on their websites and improve the user experience, which can only prove healthy & beneficial to the business in the longer term.