The recent years have seen an exponential rise in keyword bidding, competition and resulting rise in pay per click costs. In some cases it can cost £2 or more to get top 5 positions in Google Adwords or other pay per click campaigns. Click fraud is another rising concern.
Pay per click certainly has its advantages as it is quick way to get results. However in the long run organic search engine otpimisation is recommended even though the results may time to accumulate. A big advantage is that results are more permanent unlike pay per click where the ranking will completely dsiapper on the end of the campaign,