PPC should always be considered as part of your marketing mix. It has the unique capability of allowing businesses to laser target their campaigns to those searching for their products and services.
PPC, otherwise known as ‘paid search’ or ‘pay per click’ is the perfect addition to any SEO campaign as it will provide the benefits of instant reach in areas where an SEO campaign take months or years to get to.
On top of this, PPC is completely measurable. You will never be left wondering what the return is on your campaign. Effective conversion tracking and in-depth reporting will give you the ability to make strong decisions about your campaign, and the direction it needs to go in.
Perhaps the best thing about PPC is the fact that you only pay when a user clicks on your ad, removing any uncertainty about whether you could be throwing money away on ad placements that don’t work.