With pay-per-click (PPC) advertising , you increase your chances of success by making sure that they are always in the right position to capture the audience's attention. With search engine optimization (SEO) , you can increase your company's online reputation as well as increase your organic traffic.
Individually, each strategy will positively impact your company by attracting and converting potential customers. Now imagine what you could do if you combined the benefits of both solutions into one strategy.
Follow the steps below to integrate PPC and SEO to increase your marketing ROI.
Integrate Pay Per Click and SEO in 4 Steps
1. Close the keyword gap
Keywords are an essential component of the success of both PPC and SEO . To attract your audience and convince them to choose your company, you need to understand how people search and the types of words they use. Unfortunately, even if you have a solid understanding of your target audience, it is not easy to identify every word your customers use to find you.
In both PPC and SEO, companies often end up with a “ keyword gap ” – targeting opportunities that the rest of the team missed. Using PPC and SEO together helps fill these gaps. From a PPC perspective, you can access the Google Ads Keyword Planner to get insights into the most competitive keywords for both PPC and SEO campaigns .
The data you get about keywords in pay-per-click campaigns, such as your bid price, competition level, and search volume, will give you more clues about the type of content you should create for organic search as well. For example, if you see high volume and bid prices for the keyword babysitting, you can create an SEO page about babysitting services.
From an SEO standpoint, you can "get" query reports from Search Console to determine which keywords are generating SERP impressions. Next, check if you have included these keywords in the ad groups in your campaigns. This way, you can add new targeting options for both your SEO and PPC campaigns.
2. Reduce waste
SEO data can also give you insight into the areas where you're wasting money on PPC campaigns. Take advantage of this to learn which words and phrases are most likely to lead to potential conversions and clues.
You can use SEO data to:
- Stop Expensive Keywords: When budgets are tight, you can focus your SEO campaigns on keywords that would otherwise be too expensive to target with PPC, while PPC efforts focus on low-cost pending fruit.
- Determining Customer Interest: SEO data shows which pages your customers spend the most time on and the words they search for most often, this will help your team determine which ones they find most in pay-per-click ads, Where should the money be spent? You may also find that your locally targeted keywords drive a significant amount of organic traffic, so you can reduce your PPC spending by focusing your ads on specific areas.
- Improve your Quality Score: A campaign's Quality Score will affect your keywords' CPC and ad position in search rankings. Since SEOs deal with landing page optimization for organic search, they can enable pay-per-click efforts by improving their Quality Score.
3. Create ads that match the content
PPC companies and professionals work hard to create advertisements for companies that attract the attention of potential customers. However, once your potential customer clicks on an ad, you still need to direct them to the right content to get conversions. To increase the effectiveness of your PPC campaigns , you need to create landing pages that convert visitors into buyers.
SEO teams and PPC professionals can work together to write ad script for PPC campaigns that direct customers to advanced and optimized landing pages for SEO. You can also take advantage of attractive title tags and meta descriptions developed by the SEO team for your ad copy.
Often these meta tags and descriptions already include some potential keywords that help build a better relationship between the ads and their landing pages.
4. Support multifunctional goals
Knowing which keywords to target and how they are critical to both SEO and PPC results. When both teams have access to the same data, they can achieve higher marketing goals. For example, by analyzing all the keywords your law firm is targeting through SEO and PPC, you can find the specific words that yield the best results.
Teams looking at comprehensive keyword data can also identify where each team has difficulty using certain terms. For example, if your SEO team is having a hard time ranking for Legal Advice Services, you might try running a PPC campaign instead to save your SEO budget for other related keywords. Processing this information makes it easier for law firms to make smart decisions about how to spend their PPC and SEO budgets.
During the phases you are trying to attract more attention to a particular topic or service, you can also double up on campaigns on both sides. For example, you can focus all PPC and SEO services on tax code terms around tax season.
Get the most out of SEO and PPC
Both SEO and PPC help companies to attract customers through careful use of data. With each strategy, you will create a deeper understanding of your target audience, what they are looking for at each stage of their search for help, and what you need to do to get a consultation request.
While it is true that PCC and SEO have different points of focus, the data behind both strategies can align with increasing your ROI (return on investment). Combining the two strategies will help you better define keywords , track gaps in your conversion roadmap, and reduce unnecessary spending.
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