Both PPC and SEO can be effective digital marketing strategies, depending on a business’s specific needs and goals. PPC can be a good option for businesses looking for immediate results and that have the budget to support ongoing advertising. On the other hand, SEO can be a good option for businesses looking for a sustainable, long-term source of traffic that is cost-effective in the long run. By combining both tactics, businesses can maximise their visibility in search engine results, reach a wider audience and drive sales.