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Why PPC Ads Are the Perfect Complement to SEO

If you’re looking to complement and enhance your SEO strategy, try PPC ads.

Search engine optimization (SEO) is a strategy we cover frequently on the Quez Media blog, and it’s truly one of the most efficient strategies available to modern businesses. The general idea is to invest in content and inbound links to increase your rankings in search engines. Over time, you’ll generate more organic and referral traffic, and your return on investment (ROI) will substantially rise. This is very beneficial, but it comes with a few weaknesses.

Namely, SEO takes a long time to develop. Even with an aggressive strategy, it can take weeks, or even months before you start to see results. On top of that, ranking isn’t a precise science; there’s no way to guarantee a specific increase in rankings, since Google doesn’t publish its ranking algorithm.

If you’re interested in compensating for these weaknesses, while simultaneously increasing your search engine results page (SERP) presence, you can make use of pay-per-click (PPC) ads. PPC ads function as the name implies; you place an ad in an SERP, with the copy (and possibly image) of your choosing, and you pay for each click that ad generates.

This strategy has strengths and weaknesses too. It takes action almost immediately, so you can start generating traffic to your site right away. It also sports a predictable model; you get exactly what you pay for. However, its ROI isn’t very impressive compared to SEO, and it’s optimized for the short-term instead of the long-term.

Accordingly, most businesses benefit most by using these strategies in coordination with each other. When you first launch a new business or a new website, you can leverage the power of PPC ads to start generating immediate traffic (and business momentum)—all while starting to build your SEO strategy in the background.

When the returns of your PPC strategy start to taper off, your SEO efforts will have enough momentum to be self-sustaining, carrying you indefinitely into the future.

If you’re interested in learning more about either of these strategies, contact Quez Media today for a free consultation!

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