Most businesses are already aware of the value and importance of both Search Engine Optimization (SEO) and Pay-Per-Click (PPC) advertising, and they may even have active campaigns for both of these strategies. Combining both tactics can dramatically increase ROI.

“It’s about credibility,” says RemedyOne CEO Simon Hunter from their North San Diego County office. “When searchers see a paid ad as well as a highly ranking organic result for a business, product or service, they associate more value to the link, and are more likely to click through to the site.”

Another benefit of running a PPC campaign is the instant feedback it can provide on a website’s conversion ratios. A marketer can use the detailed and granular information from the PPC campaign to expose and refine potential problems in the SEO campaign and make the site more effective.

The benefits can leak over into website design and development too, guiding the decision-making process. When developing an e-commerce site or a lead generation site, simply knowing which elements convert higher than others can lead to a direct improvement in sales.