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PPC advertising gives you the opportunity to pay for top positions on search engines and appear on relevant partner websites. Pay-per-click marketing delivers instant traffic and offers many ways to compliment existing SEO strategies by testing keywords, business models, and marketplace verticals, and it allows you to develop your overall Internet marketing strategy, and any SEO plans armed with facts, not assumptions.
There is a science to finding high numbers of low volume keywords (very specific long tail keywords) that are less expensive to advertise on but still provide significant ROI. These can be used to hedge against the more expensive high volume keywords, significantly lowering the average cost-per-click (CPC) across your entire campaign.