Pay-Per-Click (PPC) and Search Engine Optimization (SEO) are effective marketing strategies to attract visitors to your site. PPC is known to deliver instantaneous results. SEO is not expected to land immediate results, but the results, in the long run, can be fantastic. The costs are huge but search engines need you to rise into the traffic of the organic rankings.
Many people approach SEO and PPC differently touting them as two different marketing strategies when they are not. They are basically two sides of the same coin related to online search. The efforts complement each other for search strategy.
Many businesses have now opted for a unified approach. Google limited organic search query information to boost privacy. Businesses now opt to combine paid search and organic efforts, with the same keywords, looking at both approaches with a similar lens.
Setting up and Improving Marketing Grounds
One can improve PPC (pay-per-click) and improve SEO (search engine optimization) in several ways but all kinds of improvements are dependent on the business outcome that one intends. Also, these efforts need to align well with the bigger digital marketing plan. The methods are quite different from each other, but the goal remains the same.
Are you keen to explore how SEO and PPC campaigns might work together to boost visitors and increase your leads? Are you clueless on how both campaigns can blend in with the sales and marketing perspective of the organization? Are you keen to explore better content ideas that can benefit both campaigns equivocally? Are your competitors getting out of reach from your grasp of market share, and even in attracting your intended audience?
It is essential to understand both PPC and SEO to find the common path that can optimize your campaigns and your business marketing strategy. Here are some best practices and tips for combining the two approaches that can improve your website and ensure better results
1. Get Content Ideas from PPC and save Time and Money:
Everyone deems content to be the king for SEO purposes since these topics or keywords can elevate a site to new levels. It is recommended that you use PPC first and then try them on SEO. With PPC, one can gauge if the keywords or approach is working so that you can save valuable SEO resources. SEO can be done optimally once the keywords are finalized and can justify your marketing spend to enhance online offerings and audience reach.
Content takes time to create enough impression with SEO, but PPC can work out to be a cost-effective way to test certain ideas without having to spend months and money while waiting for results.
2. Research/ Expand Keywords
Use Google Analytics to check what keywords get you relevant visits from the intended audience to your website. If those keywords do not exist in the PPC campaign, then try out those in the campaign. Use the Google AdWords tool to determine if the audience volume is proportional to the cost of those keywords. On the flip side, use the most expensive paid terms and the profitable ones and then prioritize them to rank organically. Start with the top converting keywords and the same keywords are essential to your business to convert organically.
Start developing content using the keywords to boost rankings in SERPS. Take care not to over-stuff keywords or phrases to attract attention, as the latest Google algorithms are smart enough to gauge if the content is genuine enough or not. The penalties imposed on negative content marketing are quite harsh on the site, and businesses often lose on their identity and marketing investment.
3. Identify Competitors for Similar Keywords:
Pay-Per-Click reports in AdWords can identify new competitors since the insight report for keywords ranks major competitors based on similar keywords. Companies who are dealing with email marketing could be fighting for keywords with CRM vendors although they are not direct competitors in the same field.
SEO content building is all about finding the creative outlet for such scenarios with tools that compare keywords with competitors to see the overlapping ones and those that are skipped. A deep dive into the competition about their strategies and PPC and SEO can help you with your own strategy too.
4. Integrate E-Commerce Feeds into AdWords
Google has added a load of e-commerce features off late. Now one can link product pages to a lot of PPC ads. The ad will include the product, with relevant reviews, and will redirect the users who are interested in the product directly to the product page, for purchase. This gives existing e-commerce sites and products a huge boost for their business. The feeds can add relevance of the market traffic into the mix, thus boosting the audience reach in due course of time.
5. Use Site Search Data for Deriving PPC Keywords:
The main goal of PPC advertising is to sort out relevant keywords that matter to your end customers who use those terms to search for your product or service. Enabling site search the site itself can help companies to find out the often-used keywords and thus give valuable insight about the terms and search habits of every intended user.
Many businesses have reaped dividends using this strategy since they have consistently leveraged site search terms for targeting users that matter, and offer solutions based on the queries too.
6. Combat Negative PR from different sources:
Occasionally, there would be negative publicity or quotes about your company. But toward them off, it is essential to rely on PPC and SEO efforts for damage control. The principle to ward off negativity is to rely on more visibility. With maximum visibility, one can veer the conversation effectively with relevant SEO and PPC campaigns for a period. One can put a positive spin on any negative news with efforts that are on, to quell the negativity.
Use visibility to tell your side of the story and come up with it before the damage gets too heavy affecting the brand impression negatively. One should also pay attention to nip the issue in the bud, without wasting time, since if companies are slack to counter negative publicity, the posts could eventually tarnish your reputation and the market share could considerably nose-dive overnight.
7. Leverage Social Media for Targeted Ads:
The social media landscape has changed dramatically with the emergence of highly targeted ad opportunities. Facebook, LinkedIn, and YouTube constantly churns out ads that are targeted to different kinds of people. They derive information from their social profiles and connect them with ads of products or services they want.
The targeting is precise since the data collected from these campaigns give out granular details about the entire target audience, and even enhances the SEO strategy in the near future. Also, social media channels pool in relevant audiences in every group or page, thus proving advantageous to businesses who want to reach out to such audiences for their campaigns.
8. Leverage Compelling Copy for Success:
The meta-descriptions and title tags that are being covered in organic results can be viewed as ad copies. Ad copies are known to drive traffic if they are compelling enough with specific keywords and meta tags. These ads also include specific click-through rates just like PPC ads.
Every business can utilize topics related to their industry to write copies that can drive audience reach boosting CTR and conversion rates consistently. The meta descriptions are not relied upon for search algorithms, and hence marketers are not focused on them. Through split testing the ad copy, one can even triple the CTR.
9. Remember, Organic Links + Paid Links = Clicks:
Users normally have the tendency to click on organic links upon seeing the paid link. Although the habit may seem counter-intuitive, unless organic links rank high within top positions of the search engine, you might not receive any clicks. It is difficult to find traffic if you find mention on the ranking’s first page. For business success, it stands to reason to use both organic links and paid links simultaneously.
Additional Google studies indicate using a PPC ad to top ranking SEO listings can drive incremental traffic. Also, one can own more online visibility by relying and ranking on best keywords, especially to dominate their niche.
10. Test Organic Keywords with PPC:
PPC ads can refine your organic keyword strategy ideally. As the organic keyword strategy evolves, test conversion rates that rank for with PPC ads. Get feedback on the effectiveness of organic keywords and then you can fine-tune strategy too. Most businesses forget to leverage PPC campaigns to zero in few key terms that could matter to your intended public. A sound strategy needs to be in place to leverage PPC for deriving relevant keywords.
Pay-Per-Click offers a great approach to managing digital marketing efforts with quick traffic. But effective PPC is only possible with right training, certifications, and experience. At the same time, Search Engine Optimization takes some time to build page authority and the rankings can fluctuate too, especially in a competitive market. You never know when competitors could become an authority in the same industry.
Rely on a long-term SEO strategy with PPC for long-term business success. Keep on improving page content, backlinks, meta descriptions, and much more, that impact SEO, which in turn will aid your PPC results too. Bot strategies can get you right in the front page of the search engines and even result in respective benefits too. It is essential to rely on experts who have the required expertise and experience to pull this off, efficiently and consistently.