But pay-per-click is still part of the inbound playbook because the majority of it is paid search, which is based on users’ behavior. These are people actively looking for what you’re offering. Which can make for an impressive ROI:
PPC gives you the laser-like targeting and personalization you get through SEO, but with the control of paid advertising. So you always know where and when you’ll appear on the search engine results page (SERP), no matter how much or how often the algorithm changes. We like to think of it as Powerful, Profitable and Certain.