SEO and Paid Media are two popular strategies that have been employed for the last two decades. One costs nothing but takes a lot of time to see the results, while the other requires you a certain amount of money but gives instant results.
For the greater part of the last two decades, they have been used separately. So as a marketer, there must have been times when choosing between SEO and PPC ads has driven you crazy. When you finally decide to go with both, though, you worry they don’t sit well together.
The good news is, incorporating both into your marketing campaigns promise long term results, despite their differences!
If you’re looking for a way to incorporating your SEO and PPC ads then make sure to read this article till the very end!
What are SEO and PPC
First of all, let us remind you about the terms.
SEO (Search Engine Optimization) refers to the process of enhancing your website’s rankings and organic traffic on search engines such as Google, Bing,…
Whereas PPC, or Pay-Per-Click ads, is what the name suggests. An advertiser buys ad spaces and pays the publisher each time an ad is “clicked.”
How SEO and Paid Media work together
Now, without further ado, here is how your business can benefit from combining SEO and PPC ads strategically.
SEO + PPC = Better search engine presence
It’s really a simple calculation.
SEO enhances the rankings of your content on the first page of your targeted keywords. Paid ads, with a sufficient amount of bids, make sure your business appears on top or near the top of the search results.
So, when you optimize your site for a keyword, then buy PPC ads for it, your brand is evidently having a better chance, a better SERP dominance, to attract visitors and gain greater click volume than only choosing one of those two.
PPC helps regain missed search engine clicks
If the previous reason failed to convince you, and you still believe buying ads for a keyword that your SEO content has already had decent rankings is absurd, you might want to think again.
A Google study research found that when search ads for a keyword were paused, 89% of traffic generated by them did not translate to natural rankings. So keeping PPC ads could actually save your organic traffic, even if your site has already naturally sat on top of the search results!
In another case where your site doesn’t rank well and attract as much traffic as you wish, PPC can help recover clicks and interest from the searchers that you would have missed otherwise.
Remarketing ad campaigns can enhance SEO efforts
In Google Ads, there is something called “Remarketing”, which refers to the feature that lets you customize your display ads campaign for recent visitors, and tailor your ads to them when they go online afterwards.
So, for instance, thanks to your SEO efforts, someone reached your site through a piece of content. They ended up scrolling through your list of products and found several things they like. However, that person was unsure and needed more time to think it through, so they left the site.
In this scenario, with an ad space from Google using dynamic marketing, they’ll be reminded of your product at a later time and may come back to actually make the purchase, instead of simply forgetting about your business altogether.
Optimize your site can enhance PPC efforts
It goes both ways.
Say, someone visits your site through paid ads and after scrolling for a bit, they leave without taking any action. Days later, they look up a solution with which your company provides. Again, thanks to your optimization processes, they click on a piece of content of your brand.
If they enjoy it, maybe even extend their stay by reading some more articles and end up getting used to your style, chances are they’ll find you among several brands on online listings the next time. Those PPC efforts will not go to waste!
More data of similar metrics
SEO and PPC combined can give you a huge pool of data for decision-making purposes, including:
- Conversion rate
- Click-through rate
- Time on site
- Bounce and exit rates
Sure, you may receive these statistics from PPC or SEO individually. But mixing PPC and SEO together gives you double the data, allowing you to see the big picture clearer.
More insights from linking SEO and PPC teams
It’s the same logic as the first point.
If you get your SEO and PPC specialists to work together, all the data above can be sorted in an unexpected way that gives you an overall view of your marketing strategy and performance. Then, improving it or eliminating subpar results would be easier as well.
This might be a structural change for new marketing decisions or site improvements such as rebranding or new services expansion. Collaboration enables both teams to remain ahead of anticipated changes through optimization and account management.
PPC lets you test new keywords for SEO
Conducting keyword research for SEO may take a lot of time and effort, and the results won’t be apparent immediately. Sometimes, you waste too much resource chasing after keywords that don’t bring you any benefits.
This is when PPC ads step into the picture.
Invest in a CTR testing and other A/B tests for keywords that you think have a good chance of ranking high, then wait until you have the data that will support your SEO campaigns. If the keyword performs poorly, you will also know what to do.
Test regions and local markets too!
Finally, when your company expands to a new country or new region, you’d probably want comprehensive information on its consumers and growth opportunities as soon as possible. Coming up with a suitable marketing strategy relies hugely on it.
So, by deploying PPC and SEO in local searches, you have a better chance to gain precious insights and, potentially, local leads on your website.
So to sum it up..
Although they are two entirely different marketing strategies, SEO and Paid Media can work together and bring your marketing game to another level.
If this article has been helpful, make sure to check out our other posts.
Or, if you want to accelerate your business growth with innovative and result-driven marketing tactics, don’t hesitate to get in touch with us today.
