Now comes PPC. This is a tool you can use to pay to reach the top of the search engines right away for your chosen keywords. That means you need to be making money back from these searches, so normally it will be used as means to send targeted visitors right to your sales page or ecommerce store. You can also use this as a way to ‘test’ the organic keywords to try and rank for with SEO though.
Using Google and Bing makes sure you gain 100% of this audience and it also helps you to avoid direct competition in some cases. Bing is more affordable and has fewer advertisers competing for the same few spots!