Where SEO is the organic or unpaid element of your demand generation strategy, PPC is the paid element.
For most businesses this means bidding on keywords you know your audience are using to search for products or services in your sector. This method is known as a ‘keyword only campaign’.
However, if you have a large inventory, Dynamic Search Ads (DSA) are ideal because they allow Google to search all your landing pages and decide whether to enter your ad into an auction for a particular search term.
Another tactic is Remarketing Lists for Search Ads (RLSA), which allow you to customise your search campaign to target prospects who have previously visited your website. The key feature of RLSAs is that they don’t show your ads just because a prospect is on your remarketing list. Rather, they show ads to prospects who have previously visited your site and who are searching using keywords you are currently bidding on. This increases both the relevance and effectiveness of your PPC ads.