If you’re ranking at the top of Google by using SEO, that doesn’t necessarily mean that the traffic will turn into actual visits to your website. For example, if your page title isn’t particularly eye-catching, someone may choose to click on a different site. That’s why testing with PPC is a good way to see what version ad you should be running. By playing around with the page titles or ad copies, you will be able to see which one works best to draw people to your website versus someone else’s.
Incorporating Both Strategies
You can use the tools available to you through PPC, like testing different headings or page titles, and then use those results to optimize the site. Combining both strategies will help your website to do better long-term. While PPC generates business quickly and helps you collect data on what works best to get you more traffic, SEO can use that data to ensure your website is optimized, thus guaranteeing that this marketing strategies is successfully both short-term and long-term.