They are cost-effective, you only pay if a user clicks on your ad which brings them through to your website, then it is up to you to have the right content in place, friendly-useability, and clear navigation to encourage that person to purchase.
PPC ads help you rank on SERP.
Data received from PPC ads can help inform and improve your EO strategy.
SEO is the organic method of optimizing your website or webpage to rank on a SERP. With PPC ads, you are paying to have your website rank high on SERP and are paying for each person that clicks through as a result of this.
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