Pay-per-click advertising is a great way to drive traffic to your website, but it can also have a downside. If not used carefully, PPC can cannibalize your organic traffic, resulting in higher costs and lower sales. To avoid this, it's important to understand how PPC works and how it can impact your organic traffic. In this episode, we have Liran Hirschkorn, to present case studies that show how paid advertising may negatively affect profit margins if left unchecked, and tips to prevent this. By taking these steps, you can ensure that your PPC campaigns are complementary to your organic SEO efforts instead of cannibalizing them.