PPC management is a unique and powerful marketing activity but, as mentioned, is just one cog in the digital marketing machine. A good example here is how PPC management can complement search engine optimisation (SEO). SEO is a long-term strategy that generates organic traffic while PPC management is an instant strategy that generates paid traffic. Both aim to get your business displayed at the top of the search engine results page (SERP) for relevant queries. By combining the two strategies, you can: Maximise your SERP coverage by getting displayed as both a paid and organic result, enhancing visibility and building authority. Inform your SEO strategy with the deep keyword insights generated from PPC activity. Optimise both PPC and SEO faster by comparing the performance of one against the other and replicating the most effective aspects of each.