how to make ppc and seo work together 

Is SEO Or PPC Better For Your Business?

In many organizations SEO and PPC are totally different departments. On one hand, the SEO team focuses on website, content, and outreach, while on the other hand, the PPC team strictly focuses on PPC campaigns.

While it might seem natural to separate these two channels into distinct groups, the truth is that separating these teams can create silos and even foster internal competition that does not result in the best value for your customers.

While SEO and PPC might sound different, in reality both channels use the same search engines to promote your website or pages together. Both PPC and SEO increase site authority, enhance the visibility of your site, and drive qualified traffic to your site.

seo vs ppc business marketing debate

Get To Know Collaborative PPC & SEO Strategies

PPC and SEO both offer their own sets of benefits that you can harness for the success of your business.

The benefits of SEO is that it has higher conversion rates, meaning that since people are looking for a specific search query and your content shows up. More people tend to click on those results and then from that people tend to convert more as well.

The benefits of PPC is that it’s easy and quick to launch. You can get a campaign up and run in a couple of hours as long as you have the funds in the creative ready to go and also you can draw in a lot more qualified traffic. This is because you control almost all aspects of the message, delivery, and your audience when you leverage PPC marketing.

What Is SEO?

Search Engine Optimization (SEO) is the process to improve specific pages based on valuable keywords to drive Organic traffic through search engines like Google and Bing. SEO aims to rank specific keywords in Search Engine Results Page (SERPs).

SEO marketing is a great choice for brands who need to educate their customers throughout the Customer Journey. This approach to online marketing can help brands build authority, trust, and brand-awareness throughout the Customer Journey, and can help you outrank your competitors for the products and services that you offer.

What Is PPC?

Pay-Per-Click (PPC) refers to the process used to get paid advertisements to show in search engines for specific keywords. PPC advertising channels charge you a set amount each time someone clicks on the ad, thus the name Pay-Per-Click.

PPC marketing is a great choice for companies who want to acquire new customers fast since you control the message, placement, and keywords the ads will appear for. Different industries and geographic locations will be more affordable than others based on a variety of factors like competition, industry, and geographic location.

As you can see, PPC and SEO are two different tactics that rely on the same ecosystem and the goal of each channel is to drive qualified traffic to your site.

The only difference is that PPC is a pay-to-play model with short-term impact while SEO is a “free” source of traffic that takes time to reap the full benefits of your investment.

Now that we have a good understanding about what SEO and PPC are, how they are different, and how they are the same, let’s jump into how you can use SEO and PPC together to strengthen each tactic and grow your business today!

Keywords Based On You SEO Marketing vs. PPC Marketing Strategy

The benefits of PPC is that it’s easy and quick to launch. You can get a campaign up and run in a couple of hours as long as you have the funds in the creative ready to go and also you can draw in a lot more qualified traffic. This is because you control almost all aspects of the message, delivery, and your audience when you leverage PPC marketing.

With PPC, you have a lot more control over where your ads are showing who you are, either showing two things of that nature, but you do pay for that amount of power. Since people are searching for specific things and you’ve identified that you want to appear for.

Since you can focus on specific keywords and adjust your bidding strategy around your target audience, it’s a lot easier to get qualified traffic. The drawbacks of PPC is that you can have lower Click-Through Rate compared to Organic SEO traffic. This means that when people click on a paid ad, they tend to have a lower conversion rate overall. CTR is good for a PPC campaign and it can be expensive, depending on your industry and what keywords you’re going after.

After a while, people can develop ad blindness. This is where they don’t see your ads, and that could be naturally a drawback for PPC as you’re trying to increase impressions and also increase CTR. Ad blindness can be a serious issue for PPC management, because it can reduce the effectiveness of your paid advertising and hurt your budget.

We’ve gone over how to create fantastic PPC ads, keep a link down below in the description for you, uh, and those can help with improving CTR or making it less expensive.

Now we’re going to look at how PPC can influence SEO marketing and how SEO can influence your PPC marketing strategies. So the first thing we’re going look at is how PPC can share data with your SEO strategy.

As you can see, PPC and SEO are two different tactics that rely on the same ecosystem and the goal of each channel is to drive qualified traffic to your site.

The only difference is that PPC is a pay-to-play model with short-term impact while SEO is a “free” source of traffic that takes time to reap the full benefits of your investment.

Now that we have a good understanding about what SEO and PPC are, how they are different, and how they are the same, let’s jump into how you can use SEO and PPC together to strengthen each tactic and grow your business today!

6 Ways SEO and PPC Work Together To Benefit Your Business

It’s easy to understand why so many business owners approach PPC and SEO as separate, self-contained strategies for online marketing. Each plays an essential role in your company’s digital marketing campaigns with distinct strategies and tactics.

Combining PPC and SEO efforts not only strengthens each other but they lead to an improved ad campaign and marketing strategy for your company. This is because each strategy can supplement each other in specific ways, and each strategy provide their own data and insights that you can use to improve each tactic.

1. Tap Into Valuable Data To Inform Your Entire Marketing Strategy

Your business needs accurate data to direct your marketing efforts. Ever since Google took away key data points from Google Analytics it is more important than ever before to have Google Ads running so you can get first-hand data to use in your PPC and SEO campaigns.

SEO and PPC each give you unique data that you can use to support business decisions because each one tells you a slightly different story about your customers. While SEO tells you about how customers engage you from an organic perspective, PPC tells you information about people who are close to the purchase phase of the Customer Journey.

seo marketing ppc management share data boost online marketing strategybeam.com

The real power of SEO and PPC come when you combine data from both channels together. Layering data with PPC and SEO data can paint a vibrant picture of your audience across the Customer Journey and will help you optimize your entire marketing campaign.

When you run organic and PPC campaigns simultaneously, it gives you double the data. This means you can analyze keywords from two different perspectives, then cross-reference the data.

You will find similar metrics in both PPC and SEO campaigns.

  • Clickthrough Rate
  • Time On-Site
  • Conversion Rate
  • Bounce And Exit Rates

One way I like to do that with SEO marketing strategies is that Google Analytics and Google Ads to review demographics and specific keywords that people are looking for and use that as kind of a baseline. If I wanted to expand a campaign or create a different ad group, that, that’s just one way to validate that assumption.

You can also share organic keywords with PPC ads to help you make better content for your blog based on the PPC ads that you are also running. So if you know it’s working, if something’s working in Organic SEO, you can test it out in PPC marketing to see if you can boost engagement and drive more qualified leads to your site.

To see a little bit more in line with what people are searching for because Google AdWords gives you more insight into search queries, then Google Analytics does. And also you could find keyword ideas from your SEO tracking.

As you understand what keywords are ranking for and SERPs, you could try to expand on that and do different tactics with improving your online visibility.

Once you’ve analyzed these metrics, you can determine why customers did (or did not) convert and optimize accordingly. Maybe you need to rework some SEO pages based on PPC data, or you need to update a PPC headline based on a successful page Meta Title and CTR.

2. Strengthen Your Position In SERPs

Combining PPC and SEO inevitably results in increased visibility on the search engine results pages or SERPs.

When a site uses PPC ads, they appear at the top of the search results and will be seen right away by the target audience as the first search result.

I’ve seen changes in my own SERPs rankings in as little time as only a week, but that was with a lot of time and very intentional growth. And also I had a pretty significant backlog of content that I could change and optimize.

Whereas PPC is very flexible and immediate, you do pay for those benefits, but you could use PPC to test out your value proposition before you go and spend $30,000. Content to validate that that’s a need for your audience and both SEO and PPC are great for finding keywords, PPC, especially.

If a search skips over the ads and scrolls to the organic rankings, they will encounter your company there as well. This is an effective way to allow sites to gain more exposure than if your marketing plan used only one strategy.

This will increase the visibility of your brand. If your site is well represented on the organic search page, users will approach your brand with more confidence and view your business as a reliable one with high-quality services or products.

use ppc to drive traffic to educational content

3. Recover Missed SEO Clicks With PPC Ads

PPC marketing is a great way to take up more real estate on SERPs and PPC can help claim clicks that SEO “missed.” Your brand will gain more clicks and visibility as you rank higher in SERPs, but sometimes this is not possible due to time, resources, and money.

In these cases when you can’t compete with other companies in Organic Traffic, you can use PPC to outrank as you build up your SEO strategy. In fact, even if you can rank Organically, you should consider running paid ads on that term because you can appear multiple times for the same keyword to drive more clicks and traffic.

A Google study determined that organic rankings did not replace 89% of traffic generated by paused ads. This means that pausing your PPC ads will negatively impact your landing page traffic regardless of your number one ranking.

When you use PPC ads, you’re recovering lost clicks and user interest that you may have missed for various reasons. In addition, when you combine SEO and PPC strategies together, you can propel your online visibility and take real estate away from your competitors.

4. Use Retargeting To Re-Engage With Past Prospects

Not everyone who visits your site will convert right away. This means that you could be wasting lots of time and money to drive people to your site who are not ready to convert. Instead of losing loads of potential customers, you can include remarketing into your marketing mix to engage with customers after they visit your site.

Remarketing, or retargeting, is a form of PPC that partners with your SEO to bring previous visitors back to your site to complete a purchase or the conversion process.

The most popular remarketing strategies include Facebook Ads and Google Ads, where website visitors are served ads based on the page they visit.
Even if your SEO is ranking high and you are drawing in large amounts of traffic, potential customers still may take time to decide if they will purchase or not.

This strategy allows you to align your search engine marketing, or SEM, and PPC advertising. This combines the power of intent with increased repetition of brand exposure.

Without retargeting, there is a good chance your target audience may have forgotten all about you. This means that you should incorporate remarketing tactics with your traditional SEO and PPC marketing to get the most out of each visitor!

5. Use PPC To Test Your SEO Organic Keyword Strategy

If you’re debating on how to position your product and easy way to go about this is to throw fifty or a hundred dollars into a campaign and then test out different ad copy. Then, take the winning ad copy, the highest click-through rate, and use on your website since you’ve already verified that are validated that that copy is a does resonate with your target audience, and you could do that as well with the page title.

ppc headline testing online marketing seo marketing ppc management benefits google adwords strategybeam.com

Since SEO takes a lot of time and money, you can save yourself a lot of headache by testing messages across different Google Ads like:

  • Test out ads to determine the best one before you put in a lot of time and money into your SEO campaign.
  • Use Google Ads to do all the heavy lifting for you by running tests on your behalf.
  • Know exactly what messages resonate with audiences most without wasting any more time (with no risk).
  • Save time and budget by testing messages before constructing your SEO strategy.
  • Use PPC as a tool for content discovery.

The author of The Four Hour Work Week tested the name of the book through PPC marketing strategies that we are talking about today. He didn’t know what he wanted to name his book, so he ran it through multiple PPC ads, and the winning ad copy is how he got to The Four Hour Work Week.

PPC marketing is an easy way to test what kind of messaging is best for your product and your target market. So this is just one example of how to share PPC data with that research that we were just talking about. Writing great online content for your customers starts with knowing how to write content for mobile devices.

6. Reinforce All Stages Of The Customer Journey

SEO is a long-term strategy that will deliver consistent results, while PPC marketing aims to generate immediate results that you have to pay for. Both of these strategies offer great tools to any ecommerce business because they both hit different phases of the Customer Journey and help capture qualified leads.

Many ecommerce stores will use SEO and blogging to build their sales funnel with educational content. This content aims to inform customers about their problems and then position the solution throughout the Customer Journey.

PPC ads are used in different ways to secure qualified leads who have already done their research and are ready to make a purchase at that moment. Similar to the above points, you can bring SEO and PPC data together to paint a clear picture of who your customers are and what they are looking for at each stage of the buying process.

While it may seem counterintuitive, remember that you pay for traffic when you pay-per-click, even if it doesn’t generate leads. This means that even if users click on your ad, if they realize it’s not what they were looking for and leave, you just paid for an irrelevant click.

By keeping your ad from displaying on irrelevant searches, you end up saving precious ad spend and create more chances for it to show on relevant searches with a great chance of conversions.

customer journey table

Bring SEO And PPC Together To Boost Your Online Marketing Strategies!

If you’re not using both PPC and SEO, then it’s time to take a step back. Both channels will increase your site authority, enhance the visibility of your site in search engine results pages (SERPs), and drive qualified traffic to your website or landing page through increased organic rankings or paid clicks on sponsored links.

These two channels seem very different, but they have a shared goal.

Both search engine optimization and pay-per-click advertising will increase the visibility of your site by enhancing its authority with Google’s ranking algorithm. When you use both SEO and PPC together, you can maximize your online marketing strategy to get more high quality visitors that convert into customers.

How SEO & PPC Work Together FAQs

An SEO agency conducts an audit to analyze your website and then offers solutions to improve your site’s search engine ranking.

PPC management oversees an entire company’s PPC ad strategy, as well as the budget.

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