While one should never see PPC as a substitute for SEO, a paid search campaign can certainly augment your organic search efforts. Ultimately, it’s your call how much you want to pay for traffic, but I'd like to highlight some aspects of PPC that you may not have considered.
PPC campaigns are ever evolving programmes of experimentation and creative strategising. However, there are some basic tactics that should always be deployed first when you are searching for ways to improve your PPC performance.
Remarketing is a great tool for targeting potential customers who have encountered your brand’s website. Your advert can ‘follow’ them as they browse other sites so that you have an impact on their consciousness long after they’ve left your site.