The most effective digital marketing strategies utilise both SEO (Search Engine Optimisation) and PPC. By using PPC to gain quick visibility for keywords which are highly competitive organically, PPC can support long term SEO performance and increase online visibility for a business with quick results. If PPC landing pages have been optimised for SEO purposes, this commonly leads to lower bids being required on keywords, resulting in lower cost-per-conversions and higher ROIs.