PPC marketing is where you pay Google to place your business’ ad at the top of searches or on the side of searches. This can be beneficial to test conversion rates of offers as you are guaranteed visitors to your website.

This, however, can be expensive in the long run as you have to pay Google every time someone clicks on your ad; whereas the mastery of search engine optimization allows your company to show up on the first page of Google every month, without paying Google a dime to Google for it…beautiful.