When marketers are faced with choosing PPC vs. SEO, they’re forced to choose between instant gratification and long-term success. While the choice always lies with what the company wants to achieve, the goal is always the same: improve sales.
But what if we tell you that PPC and SEO can actually work together to achieve the same goal? A good PPC campaign combined with strong SEO-derived content delivers stronger and better outcomes. SEO and PPC complement each other to enhance brand visibility, better keyword targeting, content relevancy, and more.
But you can only understand how these strategies work if you try them. Let’s see how you can improve your PPC campaigns with better SEO content.
What Is PPC?
PPC stands for Pay-Per-Click. It simply means that an advertiser pays a certain fee every time someone clicks their ads. Businesses that use PPC ads want to ensure their content is visible to their target audience at the exact time they search for that specific keyword.
To create a PPC campaign, users must search for the right keywords, create an ad copy, and adjust the keywords to maximize ROI. You can adjust your campaign to reach the right audience, target specific keywords, and change your budget. PPC delivers instant results, but it’s not a long-term marketing strategy because the moment you stop paying, your campaign stops running.
What is SEO?
Search Engine Optimization (SEO) entails a set of tactics that marketers use to earn a top spot on search engine results pages (SERPs). The right SEO strategies, which mostly involve using content to rank on search engines, increase visibility for specific keywords.
SEO takes time as it involves different strategies such as:
- On-page SEO: Optimizing the web page by aligning elements such as page title, headings, content, and links with the right keywords to improve visibility.
- Off-page SEO: Strategies outside the web page, such as link-building, to improve your page authority and bring in new traffic.
- Technical SEO: Enabling search engines to navigate your page through crawling, indexing, and ranking to improve organic ranking. It also involves strategies that improve user experience, such as mobile optimization.
These SEO strategies work together to improve page visibility, traffic, and engagement. While it takes longer to generate ROI with SEO, it’s a long-term marketing strategy that generates substantial income for several years.
How SEO and PPC Can Work Together
To get the most out of your content marketing and ad campaigns, don’t treat SEO and PPC as separate strategies. Both have their strengths and weaknesses and combining them enhances your search engine marketing (SEM). Here are ways SEO and PPC can work together.
Improve Insights with PPC Data
PPC provides immediate feedback on keyword performance, and you can maximize this for an informed SEO strategy. To do this, take advantage of the analytical features of PPC platforms to find out how specific keywords are performing.
Use metrics such as conversion rates, click-through rates (CTR), and cost per conversion to identify the best-performing keywords. Then, use the keywords to optimize your pages for search engines.
Enhance Your SERPs Visibility
Stiff competition has made it harder to show up on top of pages. In addition, there is also all the noise brought about by ad campaigns, maps, videos, and shopping results. But what about if you strive to balance everything and appear in different sections of the search page? You can reinforce your brand visibility and increase traffic by working on an all-around presence.
Start by running PPC and SEO campaigns simultaneously and secure a spot on the ads and organic listing. The more you stand out in searches, the better your brand awareness and traffic.
Use PPC to Test SEO Strategies
Before implementing any long-term SEO strategy, use PPC to test its effectiveness by running an ad copy with different keywords.
Create ad copies with different variations, each with unique headlines and descriptions. Monitor the performance of each ad variation with metrics such as engagement or click-through rate. Check the description or headline that wins and update it on your website for SEO.
Embrace Retargeting for Organic Traffic
Your website is probably receiving a large amount of traffic, but some of these visitors are not converting. Retargeting simply means reminding a potential customer about your products. It’s like advertising to someone already interested in your products by giving them a little more push into making the purchase.
You can retarget by running a low-budget campaign to get the attention of those who saw your product but didn’t buy it. This is a simple way of generating revenue from your current visitors without paying the full price of a PPC ad.
How Good SEO Content Improves PPC
Improved Keyword Targeting
A phrase that performs well in SEO will likely work well for your PPC campaign. You can use insights from SEO data for improved keyword relevancy. With this, you can make your ad campaigns more relevant queries on search engines.
Landing Page Relevancy
The success of your PPC ads depends on your quality score. Your SEM campaigns rely on ad ranking, which depends on quality score and cost, which means lower costs for higher-ranking ads. When you optimize your content for SEO, you achieve a better quality score, which is important for SEM.
Brand Visibility
With good SEO, you can rank higher in organic search and improve your brand visibility even without paying for ads. If you have ads, increased brand visibility means more clicks for your ad campaigns. Customers trust brands they interact with often hence even higher visibility.
Improved AD Copy
SEO content can help you come up with some of the best ad copies. You can use insights from SEO to understand the type of content people are looking for and create a more compelling copy. You can incorporate stronger CTAs from SEO and improve conversation rates.
How Penmo Can Help
Investing in both SEO and PPC helps increase brand visibility, improve keyword targeting, and reduce the cost of ad campaigns. Both strategies complement each other to deliver exceptional results for your SEM.
Penmo has several years of experience working with businesses to improve SEO and PPC campaigns. Our team of experts understands what it takes to improve organic ranking and spend less on ads. We can help you create SEO-optimized content that increases brand visibility, enhances engagement, and saves costs. Sign up to start your SEO journey with Penmo.