We believe that SEO and PPC are two sides of the same coin.
As a content creator, finding the right audience for your work is one of your biggest challenges. You may be able to throw some keywords into Google and see how many people click through from the SERP results, but that doesn’t take into account the quality of those visitors or how long they stick around once they arrive on your site.
That’s where paid search comes in: If you’re able to bid on specific keywords that are relevant to what you’re selling or creating, then you can target potential customers with more precision than through organic search alone.
But working together is more than just combining two methods that go after different types of traffic. It can also help ensure that neither method misses out on opportunities or wastes resources by working against each other instead of together.
So let’s look at how these two types of marketing come together as a single unit so both sides can thrive and grow at the same time.
SEO and PPC Are Both Parts of Inbound Marketing
SEO and PPC are both parts of inbound marketing. Inbound marketing is about getting people to your site, getting them to convert, and then nurturing the relationship you build with those users so that they continue to come back. This means that both SEO and PPC can complement each other to achieve a common goal: get more sales by reaching new customers through search engines or advertising on Google Ads (or Bing Ads, if you prefer).
The bottom line: if your initial goal is simply “more traffic”, then SEO will get you more organic visitors. If your objective is “more conversions”, then PPC will help drive more clicks which will lead directly to sales.
PPC tools can help to gain valuable insights into the effectiveness of your keywords. Measuring telling metrics can help you to hone your message and ROI. Consider looking at:
- Cost Per Click (CPC)
- Click-Through Rate (CTR)
- Conversion Rate (%)
- Average Position
- Total Revenue Generated by Keyword
PPC Can Help You Develop Brand Awareness
PPC is a helpful tool for building brand awareness. When you’re starting out, it might be hard to generate organic search traffic in the first place. But with PPC, you can use paid ads to get your name out there and build a following before you even hit the organic rankings.
Once that happens, PPC can help you rank better by targeting specific keywords and phrases that will bring in more traffic. This means that people looking for certain products or services will see your paid ads instead of just seeing other businesses’ paid ads on the SERP.
In addition to improving visibility on SERPs (and thus reducing costs), this strategy also helps increase conversion rates over time because potential customers are already familiar with who they’re looking at when they interact with a given website.
This reduces friction between what someone sees online and what action he or she takes next. If someone searches for “buy shoes online,” both the user interface as well as content should reflect what she wants. This needs to happen without the need for extra time to scan through each result individually before choosing which one best meets her needs.
Keyword Bidding Can Help You Save on Your Pay-Per-Click Spend
PPC can help you find the best keywords for your business. You can use PPC to test different keywords, see which ones work, and then use that knowledge to inform your SEO strategy. For example, if you’re a local business that offers plumbing services, it would be helpful to know what people are searching for in order to get an idea of how many people need these services in the area.
If there are more searches than there are businesses providing them, then it might make sense for you to invest some time into optimising your website. You’ll then rank as highly as possible when someone searches for “plumbing company [your city]” or “[your town] plumber.” This way, interested customers will find their way back to you rather than going somewhere else. (Who may not be as qualified or reliable!)
PPC provides another benefit; targeting people who are specifically searching for products or services like yours. You may not have much luck trying out traditional SEO strategies on these kinds of searchers (people looking up specific terms), so instead, focus on reaching out via PPC ads!
PPC Ads Are a Good Way to Generate Leads While You Wait for Your Content to Rank
PPC ads can help you generate leads while you wait for your content to rank.
Many companies are hesitant to launch a PPC campaign because their website doesn’t have the traffic yet. However, launching an ad campaign early and often can be a great way to generate leads while your site is building inbound links and social signals (the two things that really matter when it comes to SEO).
Plus, if your company has been around for a while but has never done much in the way of paid search advertising, this would be an excellent time to start testing new strategies. Use small budgets so that you can measure which ones work best before moving forward with larger spends later on down the line.
Working together, content creators and paid search experts can target customers more effectively.
- PPC can help you get insights into the effectiveness of your keywords.
- PPC can help you develop brand awareness.
- Keyword bidding helps you save on your pay-per-click spend, which is especially important when it comes to B2B companies where the competition for keywords is fierce and thus expensive.
- Paid search ads are a good way to generate leads while you wait for your content to rank in organic search results (which may take months or even years).
We believe that SEO and PPC should be a part of your digital marketing strategy and should, ideally, work hand-in-hand to achieve your goals.