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Figuring out how to divide your budget between SEO and PPC is one of those decisions that looks simple on paper but feels complicated once you start running the numbers. Both channels play very different roles, and both come with their own timelines, risks, and expectations.
Leadership wants predictable performance. Teams want room to test. Finance wants clarity on what each dollar will return. That tension makes it easy to fall back on old splits or follow whatever trend you saw someone talk about online.
A stronger approach starts with a clearer…
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