If you led the paid search campaign for a local retailer whose primary goal was to sell items from the watch department on a particular landing page. Imagine that you had a great set of keywords that were converting at 10% and generating a significant amount of traffic and ultimately sales.

1. Discuss the synergy of SEO and PPC tactics in improving the results of this campaign.

2. What tools could you utilize to enhance the campaign's synergy?

Please include references