In many cases, pay-per-click advertising and SEO are approached as two separate entities. However, experienced marketers know that the two strategies can easily play off of one another, increasing a business’s ROI. A coordinated and collaborative SEO and PPC strategy is a great way to increase exposure, drive business, and gain a loyal customer base. Here are some tips for using the two search strategies together.
Increase Visibility and Establish a Presence
Pay-per-click advertising is typically what lands businesses in the top two to three paid advertisements in a search engine results page. This paid option works well for businesses seeking to gain a foothold in their industry, but can be even more impactful when combined with a top ranking in the unpaid results.
Buying some ad space to land in the top results is a great way to spend some of your marketing budget while working on developing organic content that wins keyword search rankings. Scoring the top spots in organic search results tells your customer that you didn’t just pay to be there, but that you are actually an expert in your service.
Quicker Keyword and Meta Data Analytics
Running both types of ads can help businesses gather data on keywords, conversion rates, and metadata, which is useful in optimizing the overall marketing strategy. By determining which PPC ads are converting the most customers, you can better tailor your organic SEO strategy to capture new customers. Without PPC ads, it can take longer to organically test titles, meta descriptions, and keywords.
Push Positive PR Content
In addition to providing a product or service, your company may be on a mission to upend the industry or sector it occupies by developing better practices. Instead of simply advertising your product or service, a PPC ad can market your mission or ethos, as well. For example, if you’re a clothing company that only uses sustainably sourced textiles and pays workers a living wage, you might consider running a PPC ad showcasing these facts. You can then use the data from PPC ad conversions to create SEO content focused on your ethos and products that captures the attention of folks who don’t immediately convert.
Tie into Your Social Media
As social media marketing continues to transform, the targeting capability of ads is becoming hyper specific. For example, YouTube, Facebook, and Instagram can show ads that are intentionally sent to individuals who are 55 – 60 years old, live in Colorado Springs, and are interested in gardening. With these ultra-targeted PPC ads, you can collect data on social media interaction, including which photos, hashtags, and blurbs work well. Use this information to refine your SEO and PPC content to attract users from the web and funnel them to your ecommerce store or social media page.
Search engine optimization offers an organic way to establish your presence on the web while attracting customers without buying ads from the search engine. Pay-per-click ads is a faster, surefire way to land in the top slots of search engine results, but they cost additional money. Using each when applicable for your business in a collaborative strategy is the best way to get the most bang for your buck.
We work with businesses to create custom, dynamic marketing strategies that grow and change with your business. We implement a variety of marketing strategies, including PPC and SEO, to target different audiences that want your business or service. Contact us today to learn more.
SEO and PPC image via Unsplash.