SEO effectively sustains long-term organic growth as it produces a steady stream of returns. For more immediate traction, online advertising (e.g., pay-per-click, PPC) strategies offer alternative means of securing positive results. Importantly, SEO and PPC strategies can complement each other. Any such approach will help you surpass your customer's expectations while dominating on search engine results pages (SERP). Overall, three venues with unique sets of strengths/weaknesses are used:
Search Engine Marketing
By displaying ads directly next to potential leads’ search results, you will be ready to compete with organic results without submitting to the lengthy process of organically rising in rankings.
Programmatic ads will allow you to follow the behaviors of specific users across a wide array of online/offline touch-points. This targeting/retargeting process is advertising technology at its best, putting out ads to the right person, in the right place, at the right time.
These types of ads integrate with organic content on sites (e.g., advertorials, promoted FB posts, branded content, etc.) to deliver value all while driving traffic back to your site.