Before you jump the gun, you should know that there is no way to buy your way to the top of the search engines such as Google. At least, no ethical way.But PPC can certainly help you with choosing better keywords and gain more conversions:

• If you are very good in analytics, you would know that a big part of web analytics is A/B testing. So how do you A/B test a page that you are hoping to get ranked for on Google? The answer is you can’t, unless you use a paid campaign. A/B testing is necessary to find the landing page that works for your business, and you should not “not” do it just because you are doing SEO. Here is where PPC can help you. You can run test campaigns on your A and B pages to figure out which one performs better. No need to create dynamic pages and confuse crawlers.
• PPC can help you with choosing the right keywords. Just because a keyword get a lot of traffic doesn’t mean it’s high quality. You could be better off if you choose keywords that convert the best for your industry, and you can certainly test your keywords with paid campaigns. Best of all, you can turn your campaign on and off quickly which makes testing much easier to manage.
• In some cases, pay per click can generate returning traffic from your site. Sometimes people see something interesting on the web but bookmark it for later. That could happen if someone happens to find your brand through Google Adwords. So paying money now could help you later.

I know a lot of people claim that their traffic is completely organic, but in almost most cases you can’t live without your PPC campaign. Things change quickly in the search world, and using PPC and SEO together to maximize your traffic is the best way to go.

In many organizations, there are a few misconceptions about SEO and how it can affect an organization’s overall e-marketing strategies. Many organizations try to sell SEO as a marketing means to generate free sales and bring down the companies overall e-CPA. while that may be true in some cases, the way top executives go about understanding the benefits of SEO is often wrong. The notion that SEO will save you cost on your PPC campaigns is simply not true. Sure, you can stop your PPC altogether and bank everything on SEO, but if the past is a good indication, many companies will fail miserably with this strategy as many have in the past. SEO does not replace PPC people. But you already knew that!