Pay-per-click (PPC) and search engine optimization (SEO) are two of the most effective marketing strategies, yet are often used separately. Although them being extremely effective, they are also extremely different from each other. PPC is a paid form of advertising that allows you to position ads at the very top of the search engine results pages like Google and Bing. SEO is an organic form of marketing that works to improve your website’s ranking on these same search results pages. Although, the a major difference between these channels, they can actually be quite complementary. By setting both PPC and SEO goals, you can create a well-rounded marketing strategy that will help you achieve success. Here are five ways to get PPC and SEO working together.
1. Use PPC to Target Keywords That You’re Not Ranking For OrganicallyÂ
A good understanding of keywords is essential for both SEO and PPC. The first page of Google is an extremely competitive place and ranking for certain keywords may feel impossible. If there are certain keywords that you find too difficult to rank organically, you can use PPC to appear for those exact keywords. This allows you to still get your website in front of users who are looking for those keywords, even if you’re not able to rank for them organically.
Start by researching your keywords and which have the most search volume. Once you have established a list of keywords use PPC to place bids on those keywords. What this means is when a user searches for one of your keywords and clicks on your link, you pay per click, hence the name. This is an effective way to quickly drive traffic and stay competitive. One of the main factors that determine your cost per click is your campaign quality score. By improving your quality score through keyword research and optimizing your ad copy, you can actually reduce the cost of your PPC campaigns.
2. Conduct Testing For Both SEO & PPC
As with any marketing, campaign testing is essential. When running a PPC campaign and optimizing your website it’s essential your track performance and test what works best for your business and goals. When it comes to PPC and SEO there is no one-size-fits-all approach. Because of this business owners must test where to invest the most time in the effort. You can use the results of these tests to improve your overall marketing performance and determine where you need more work. Maybe your ads are generating leads effectively but you can’t be found online without running an ad campaign, this means you should spend more time focusing on SEO. Use what you learn from testing to improve your organic and paid marketing efforts by making changes to your website, content, and approach based on what works best for your target audience.
One key tip is to test out different landing pages and which convert better. Your landing pages should be optimized for search engines, but that doesn’t mean that they can’t also benefit from PPC clicks. Use paid ads to drive traffic directly to your landing pages and optimize them for conversions so that you can maximize your ROI.Â
3. Research Your Competition
Knowing who your competition is and what they are doing online is vital to developing any effective marketing campaign. When it comes to an effective PPC and SEO strategy, you should regularly monitor your competition and what approaches they are using. Keep an eye on their PPC ads and watch which keywords they are ranking for so you can stay one step ahead. Investing time into competitor analysis can be the make or break when it comes down you your marketing efforts.
This will help you to identify which techniques are working and where you can improve your efforts. By tracking your competition, you can continue to fine-tune your strategy and ensure you aren’t missing out on potential customers from both PPC and SEO.
4. Partner with a Marketing AgencyÂ
Running two different marketing campaigns can be a lot at once, especially if you are already running a business. Luckily for you, there are plenty of marketing agencies out there that specialize in both PPC and SEO. Partnering with an agency will free up your time and give you peace of mind that your campaigns are in the hands of experts. This gives you the ability to focus on operating other aspects of your business, while still reaching your marketing goals.Â
If you are looking for a reputable marketing agency skilled in both search engine optimization and paid to advertise, the London marketing agency Finsbury Media is the one for you. They have extensive experience in running various ad campaigns and ranking websites from almost every industry. If you aren’t too sure about how to run an ad campaign or just need some help optimizing your website, get in touch with the specialist at Finsbury Media.Â
5. Set GoalsÂ
One of the most effective ways of getting both PPC and SEO to work together is to set goals for each strategy. What are you trying to achieve? More traffic? More conversions? More awareness? When setting goals, you’ll want to consider both short-term and long-term objectives. Once you know what you want, you can develop a plan that combines both SEO and PPC to help you reach your objectives. For example, if your goal is to drive web traffic, you might implement PPC to drive users to your website with a compelling ad and then use SEO to drive traffic with an optimized blog post.Â
Setting goals is an essential part of any marketing campaign, whether it’s pay-per-click or search engine optimization. Without clearly establishing goals, you won’t be able to measure the success of your campaign and determine whether or not it’s worth the investment. Try different tactics and see how they impact your goals. Adjust accordingly you’ll be able to find the perfect balance of SEO and PPC for your business. By setting goals together, these two strategies can complement each other and help you reach your objectives more effectively.Â
Final ThoughtsÂ
PPC and SEO are two digital marketing strategies that can really benefit from each other when used together effectively as part of an overall marketing strategy. By following these five tips outlined, you can start integrating these two strategies to drive more web traffic and increase your web conversions. Following these tips create a cohesive and effective online marketing strategy that will help your business achieve its goals.
If you are still struggling to get your PPC and SEO working together or are looking for more personalized support, the team at Finsbury Media can seriously help. They have years of experience in developing successful marketing campaigns for businesses in every industry. Contact them today to learn more about how they can take your business to the next level with an integrated PPC and SEO strategy.
Author – Angel Martins is a longtime New York Writer and Marketing Executive, at the UK’s leading Digital Marketing Agency, Finsbury Media. Finsbury Media offers a full range of digital marketing services, growing businesses across the UK and globally. Angel is passionate about all things Tech, Marketing, SEO, PPC, Web Design, Social Media, and more.
