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One of my recommendations to the new websites' owners is always ( budget permitting ) to start with few months ( 3-4 normally ) of PPC campaign, waiting that the website is growing in the organic seo results. In this way there is no gap and surfers can always see the same domain for a longer period.
The PPC advertising model is simple. Advertisers place bids against specific search terms. When users search on those terms, the advertiser’s ads are returned with the search results. And, each time a searcher clicks on one of those ads, the advertiser is charged the per-click amount he or she bid for that term. PPC providers have added a few twists to this model over the years.

Different PPC providers use different methods to rank their sponsored listings. All methods start with advertisers bidding against one another to have their ads appear alongside the results returned for various search terms, but each method has its own broad matching options to allow a single bid to cover multiple search terms.

The bidding for extremely popular search terms can be quite fierce: it’s not unusual to see advertisers bidding $10 per click—or more—for the privilege of appearing at the top of the sponsored listings. Reviewing the amounts that bidders are willing to pay for clicks to sponsored listings can give SEO practitioners a very good idea of the popularity of particular search terms—terms that may also be suitable for organic optimization.

In addition, PPC ranking systems are no longer as simple as allocating the highest position to the highest bidder. Google’s methodology, for example, combines the clickthrough rate of an advertiser’s listing (the number of clicks divided by the number of times it’s displayed) with that advertiser’s bid in assessing where the PPC advertisement will be located. Google’s method tends to optimize the revenue generated per search, which is one of the reasons why its AdWords service has gained significantly on Overture.