Most web sites will benefit from having a high natural listing and Pay Per Click advertising. Both strategies have their costs, but you can balance the strategies to yield more unique visitors. If your site is optimized and generates a lot of organic traffic because of its high rank in natural search results, then you should create a Pay Per Click ad that will appear lower on a results page. Or, if you have a web site that ranks at the bottom of the first results page, you would want to craft a PPC campaign that puts your ads at the top of a results page. This way, your site will have visibility to visitors at both the top and the bottom of the page, exposing you to more of them without being redundant. Moreover, diversifying your traffic sources in this way will help safeguard your efforts against changes in a search engine's ranking algorithms, to which optimized sites can be vulnerable. Leverage your web site tracking tools and search engine position analysis to see where your site and ads fall, and consider adjusting your strategies to cover more ground with the same amount of - or even less - money.
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