Search advertising is an umbrella term that encompasses a brand’s SEO and PPC strategy. As in:SpecificMeasurableAchievableRelevantTime-Bound(Source)Your PPC marketing strategy should work in tandem with your overall marketing strategy and aim to achieve individual components that will boost your performance down the line. As far as budgeting is concerned, you’ll need to understand the PPC bidding process and come up with a solid PPC bidding strategy first. Couple the above keyword research steps with some brainstorming, but remember the PPC keywords you’re already using. Lastly, your PPC strategy is – or it should be – compatible with your SEO strategy.