Why use PPC? While both SEO and PPC are about making a great first impression in search engine result pages, they actually function quite differently. As a marketing channel, paid advertising comes with unique benefits (and costs). Let’s take a closer look. 1. A quick increase in visibility Fact: PPC advertising produces an average 80% increase in brand awareness. As you can probably infer, this means that paid advertising is a fantastic way to introduce your brand to new audiences. So if you want to expand your brand awareness and make inroads with new markets, PPC is one of the fastest and most efficient ways to do so. Good things come to those who wait, sure. But waiting can also mean you’re missing out on promising opportunities and business. 2. Hyper-targeted audience Search engine optimisation does indeed allow you the opportunity to target specific audiences, but it is less granular than PPC by nature. After all, you can literally set demographic data that controls directly who your PPC ads are shown to. That’s definitely not the case with SEO. When properly leveraged, the specificity of targeting provided by PPC platforms allows sponsors to hone in on a specific ROI. Targeting systems also allow ad personalisation to be a prominent feature. The Inbound Marketing Playbook / 9