It can take several months for a campaign to start generating results and changing algorithms can affect rankings. This means that firms need to treat SEO as an ongoing strategy they need to manage and grow. So in order to supplement their search engine marketing strategy, many professional services firms also opt to use pay per click (PPC) advertising as well.
Both Google and Bing have their own PPC ad platforms. As the name suggests, pay per click advertising is an ad format that charges advertisers on a click basis when users click on their ads. These ads are placed on the top results of the search engines as well as on the pages of many partner sites. It may seem redundant to run both a SEO and PPC campaign but many firms choose to do both because it increases the chances of their prospects clicking onto their site.