It is unlikely that a new website which has just been created or translated ranks within the top ten on search engines through organic listings. Therefore, if carefully planned, online advertisement can be a good way of getting your website on the first page of your target audience’s searches on Google, Yahoo and other search engines.
Search Engine Marketing (or PPC) has the advantage of suiting everyone's pocket as one can decide beforehand how much to invest. With Google Adwords and Yahoo! Search Marketing, for example, one can control how much an online advertising campaign is going to cost and it also gives an accurate idea of what the scope of the campaign will be.
If used in combination with Web Traffic Analysis tools, such as Google Analytics, SEM can play an important role in helping you target the right national and/or international audience.