Paid advertising is an easy and quick way to get in front of customers and help promote your brand. Setting up ad campaigns to target different keywords will generate qualified leads and improve brand recognition. Targeting important keywords of your industry might help you reach customers that SEO simply cannot get you. If there is high competition and organic rankings are difficult to obtain, pay per click (PPC) advertising can still get you there and convert customers through paid listings. Of course, conversion rates can never be guaranteed, but a well maintained ad campaign with targeted landing pages and a captivating message can be very successful.
Paid ads can appear in search engine result pages (SERPs), and affiliated partner sites. Usually, you can find paid ads on the top and side of SERPs. Your ads will appear a certain amount of times, in a certain amount of places, throughout the month. The frequency and position of your ad will change depending on your budget, your bids, your ad quality, and relevance of your landing page to the search query.
While paid and organic are commonly compared as separate strategies, the two are better together. Implementing SEO strategies along with PPC campaigns will help you take over more SERP real estate and lower your CPC.