Choosing between SEO vs PPC is a difficult task. They each have their strengths and weaknesses, and there is no "one-size-fits-all" answer. PPC definitely delivers more immediate results, but SEO works better for sustaining that level of traffic over time. The best of both worlds is obviously to use BOTH, but that takes a bit more time and resources. The decision to use one or the other depends on the marketing strategy and the goals of the company. A better approach is to integrate them in order to use their advantages and mitigate their weaknesses.