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Thanks Jeff
Not sure what your budget is for PPC...but I would definitely do some research on the subject before you go out and spend a ton of money.
Learn about ROI and break even analysis prior to going out and dumping a ton of money into a PPC campaign!
While it CAN get you some instant Traffic - you need to make sure your conversion rate vs. just 'traffic' is actually there and make sure you're not wasting dollars on just trying to justify "branding".
Hope this helps