These days, any business that has an online presence understands the importance of having a strong marketing strategy in place. Many businesses run their search engine optimization and paid advertising campaigns separately. This can be a huge mistake because businesses will be missing out on the extra benefits they may receive joining them together.
To put it simply, businesses can reach their internet marketing goals quicker and more effectively when they combine the insights they gain from their organic SEO with many of their PPC advertising campaign resources. No marketing method can guarantee success. However, combining them will greatly increase the strength and success of your marketing strategies.
What Is SEO and PPC Advertising?
To fully understand the benefits business owners can gain from combining their paid advertising with search engine optimization methods, you first must understand what each of those is. Search engine optimization is a way to naturally work towards improving the ranking of your website on the page results of a search engine. The intent is to get more traffic visiting your site.
SEO involves the use of highly targeted keywords and quality content to help get your website organically listed in the search results. When speaking of “organic” marketing methods such as SEO, it means it is a free marketing method. You will not have to pay for your search results as you would for PPC or “pay-per-click” advertising. PPC ads are the ones that show up at the top of search engine listings and will cost a certain amount per click you get from visitors.
As stated, PPC ads have to be paid for using platforms such as Google Ads, Facebook and Instagram, Pinterest, and LinkedIn. The goal of paid ads is to try and drive traffic to your website and landing pages.
SEO and PPC can be very successful marketing methods when using separately. However, when used properly together, the benefits can be significantly better. Below are some of the top benefits of mixing PPC ads with search engine optimization:
- Increased conversions and revenue streams.
- Increase in paid and organic traffic to your landing pages and website.
- Less money spent on paid ads.
- Increased paid and organic website traffic.
- Paid ads that are more targeted.
- Better content for your target audience.
Information Sharing
A great benefit of combining your PPC and SEO efforts is the ability to share information between both teams. Even though the tactics used are different for both methods, the goal of each marketing method is simply to bring people to your website. Once your visitors reach your website, the job is not done. Your site is going to need consistent and high-quality content to keep visitors interested and engaged.
Keyword Sharing
When you allow your SEO and PPC campaigns to be done on their own, the staff running the campaigns won’t typically share their information with the other side. When you allow both to work together, the data and successful keywords can be shared so both teams can work together towards the shared goals.
Your targeted keyword selection is crucial for running successful campaigns and strategies. It is important to note that SEO and PPC use targeted keywords at different times during the sales process. With paid advertising, the keywords are employed to target shoppers who are closer to making a buying decision on a product or service. On the other hand, SEO uses the keywords to offer information to buyers most likely at the beginning of the purchasing process.
Timing Of Results
When you use PPC ads, you will be able to get visitors to your website very quickly. In contrast, getting visitors from your search engine optimization techniques often take much longer to be fruitful. While you are waiting for results to be produced from your SEO efforts, PPC can be used to strengthen your SEO strategies. If you find that certain keywords are doing well in your paid advertisements, those can be used to help build up your SEO efforts to become more compelling and appealing to visitors.
Voice Search Growing In Popularity
As voice search technology such as Google Home and Amazon Alexa continues to become more popular, the need for combining SEO with PPC becomes more crucial. Businesses are going to need to use more long-tail keywords in their marketing campaigns. Combining both marketing methods will allow businesses to accurately identify the appropriate short and long-tail keywords to help guide their consumers through the entire purchasing process. Read our latest blog post – Is Your SEO Strategy Prepared for Voice Search
Use Social Media To Improve Your SEO and PPC Efforts
When you want to target specific groups of people, using PPC ads on social media platforms can bring great results. As technology improves, the relationship between PPC and SEO will gain strength and offer businesses even greater results when used together.
Don’t Miss Valuable Clicks
Google examined how organic and paid search results work side-by-side. Their findings showed that when a business gets rid of their paid ads, there was a drop in website clicks by almost 89%. Google also suggested that even if your website is the first search result for a given keyword and there is no paid ad for your website, your paid ad clicks will not automatically get replaced by the organic search result. As much as 50% of the clicks you would have gotten on your ad will be lost. When you use PPC ads and gain the first position using SEO, you have the means to almost double the clicks you receive to your site.
If you are looking to hire a digital marketing company that utilizes both SEO and PPC together, you should contact us. We’re marketing experts who have a proven track record of successfully helping our clients combine search engine optimization and paid advertising methods for optimal results.
