However, it is important to note that these strategies require regular management and optimization. The biggest advantage of PPC is that it can get your brand in front of new customers almost instantly. This should align closely with your overall business and marketing goals. PPC, or pay-per-click, is a type of digital advertising that allows marketers to bid on the keywords they want to appear for. Whether you are new to the digital world or an established brand, your website needs to be optimized in order to capture your target audience. For example, the keywords “wedding cake ideas” show a very different intent than “buy wedding cake in Boston,” which has a much higher commercial intent. According to Lindsay Tjepkema, amplification expert and CEO of Casted, the next generation of marketing is all about putting conversations at the center of your content strategy. Search engines use algorithms to evaluate each page of content for relevance and accuracy, based on factors such as the quality of content, web design, and usability. Another important factor is to make sure your content is relevant to your target audience. It then uses those conversations to capture and amplify expert perspectives across multiple channels. It’s important to note that some of these strategies can be considered black hat, which can lead to penalties from search engines. Moreover, it can be a cost-effective solution to promote your business online and generate leads.