In order to improve your organic ranking and sales, attract additional visitors and deliver the best results, it's necessary to understand how these two marketing methods can be combined. PPC provides immediate broad match capability of keywords but SEO doesn’t (often takes significant time, research, and expense). It allows you to reach new visitors who might not be familiar with your brand but are searching for keywords related to your products.
BUT, before investing in PPC make sure that your listing is optimized, otherwise your money will be inefficiently spent. Additionally, any lower conversion rates from the advertising spend will negatively affect organic SEO.