8 Ways your PPC and SEO Campaigns Complement Each Other.
While we already know the value of having a PPC campaign, even if you already have a successful SEO campaign, there’s something to be said for having your pay-per-click and search engine optimization efforts more closely linked.
Because they both deal with search results and driving people to your website through those search results, linking them together and making sure they complement each other is important to getting the best out of both.
Here are eight ways PPC and SEO complement each other and how to make the most of both:
1. Improved visibility.
When you have a successful search engine optimization campaign, you might be on the first or second page of relevant search results.
This gives your website impressive visibility that means millions of searchers can now find and access your site.
PPC, on the other hand, gets your ad and link to the very top of the search results, which makes it one of the most likely links your target audience will click.
When you have both, you have double the visibility.
What could be better than that?
2. They can share keyword information.
Because both SEO and PPC rely on keywords in order to be effective, running both campaigns at the same time means twice as many avenues for testing and evaluating keywords.
This can make it much faster to narrow down your keyword list and to start implementing the most effective keywords, across search engine optimization efforts and pay-per-click ads.
While the keywords that work best for PPC might not be the same ones that work best for SEO, shortening your testing period means you can get to your results faster, even if swapping keywords doesn’t always produce the best clickthrough rates or rankings.
3. High performing content from one campaign can be used to generate content for the other.
If you have an effective PPC ad, you can take a look at that content and analyze why it’s effective.
Is it the tone? The message?
This is information you will extract by running split testing on your pay-per-click ads, which you can then use to create effective content for your website.
Why does this work?
Because you’ll already know what content your audience is responding to.
In that same vein, effective content marketing can be analyzed to create more effective pay-per-click copy.
4. Data from product searches can be used to craft PPC ads.
Once your website starts to get organic traffic, it will be easy to track which products or services are getting the most attention through organic search.
This information can be vital for developing an effective PPC campaign.
Those products and services that your business is becoming synonymous with and which people are most likely to want when they search for you, are great jumping-off points for PPC ads and landing pages.
Looking at organic search data can tell you plenty about your customer’s search habits, which in turn will make your pay-per-click campaign more effective.
5. You can control negative PR.
If you ever need to do a little reputation repair, both your content and your PPC can be streamlined for a term.
For example, after their most recent massive oil spill in the Gulf of Mexico, BP started paying for PPC ads with keywords related to oil spill.
They also adjusted the keywords in their organic search rankings, so that any and all searches about the spill would send users to their webpage, instead of competitors or news outlets.
By using both their PPC and the SEO effectively, they were able to stay on top of, control the story, or at the very least, tell their side of it, instead of letting the search be completely dominated by negative press.
6. Social media pay-per-click can help you get to know your customer.
While you might have a vague idea of the demographic you are selling to, having a very clear idea of who would be interested in your product or service and why makes it much easier to craft organic content that they will respond to.
Social media PPC is a great opportunity to learn about who is clicking on your ads, what they like, their age, ethnicity, and other general information.
Once you have this information in hand, writing keyword-rich content for your webpage that is actually relevant to the kinds of people who have already expressed interest is simple.
7. You can choose which pages you want to boost with PPC campaigns.
Instead of just having a single landing page for all of your PPC campaigns, most providers like Google AdWords now let you link a specific product or service page to your ads.
This can improve the efficacy of your SEO efforts on that page and can seriously shorten the sales funnel—which makes it more likely that someone will actually make a purchase.
8. Continually test new keywords without losing efficacy.
It’s important to keep your keywords fresh and relevant, but many businesses might be wary of switching out keywords they already know are working for unknowns, even if those keywords aren’t performing as high as they should be.
Because organic search can bolster PPC and PPC can do the same for SEO, changing in new, better, more effective keywords doesn’t have to be such a gamble.
The shortened testing period and the ability to continue benefiting from the other search tactic gives your new keywords time to find a footing.
PPC and SEO campaigns are inextricably linked, so don’t run them like two separate campaigns.
Run them like two aspects of the same search strategy.
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