Both search engine optimisation (SEO) and pay-per-click (PPC) can be extremely successful for digital marketing campaigns and can transform a business. Either through organic search results or Google Ads success, both SEO and PPC strategies can be massively beneficial when done correctly. Various digital marketing channels are available and can be effective when viewed in a singular aspect. But, should you run PPC campaigns alongside SEO strategies? If so, how can that impact results?
What is SEO?
SEO – search engine optimisation – is the practice of improving your website to rank higher on search engines to receive more organic traffic. SEO aims to rank on the first page of Google results for specific search terms and keywords your target audience will most likely be searching for.
For example, a business that needs to improve its ranking for ‘women’s handbags’ would write rich product descriptions that contain this phrase. They would also rewrite page titles and meta descriptions with this term included.
Other examples of improving the SEO of a website are to improve load times and acquire links from other relevant websites.
For example, a business that needs to improve its ranking for ‘women’s handbags’ would write rich product descriptions that contain this phrase. They would also rewrite page titles and meta descriptions with this term included.
Other examples of improving the SEO of a website are to improve load times and acquire links from other relevant websites.
What is PPC?
PPC – pay-per-click advertising – refers to the advertising you can see at the top of search engine results pages on Google, Yahoo! and Bing, as well as other search engines and social media websites.
It is called pay-per-click because the companies advertising this way typically only pay when a user clicks your ad. The exception is Paid Social platforms such as Meta or TikTok where you will be charged for impressions.
PPC campaigns offer an affordable way for businesses to reach new customers online, but the cost to bid on certain terms, phrases and words can vary. Some relevant keywords can be affordable but others can cost hundreds per click because there is so much competition.
How can PPC and SEO strategies work together?
Many businesses run SEO and PPC strategies side-by-side because they both offer different types of results. While a PPC ad can deliver immediate, targeted traffic to a website and reach customers who are close to or ready to buy, an SEO strategy focuses on more long-term goals to generate sustainable organic search results.
So, they’re both effective in their own right, but how do PPC ads and SEO work alongside one another?
Improved visibility
Visibility is the first big reason why both SEO and PPC can work together.
Think about it – the more real estate you inhabit on search engines, the more visible your brand is to potential customers. This helps to drive more clicks, improving your website traffic.
With Google Ads at the top of search results and organic rankings on page one, both SEO and PPC can work together perfectly to grab the attention of internet users, giving you the best chance possible of attracting more customers.
Brand consistency
PPC and SEO strategies work seamlessly to improve your brand’s online presence. Together, they can help users understand your brand’s products and services, which helps to build trust and can positively impact their decision to purchase.
You can retarget PPC ads to keep your brand top of search results and can optimise landing pages with relevant keywords and internal links to reinforce the information you want visitors to read – for example, discounts and special offers.
Access to more data
By utilising both PPC and SEO, you’ll be able to track a lot more data and user behaviour – giving you a lot more information about your customer base and target audience.
This allows you to make smarter decisions to reach your goals much quicker.
When it comes to tracking performance and data, PPC and SEO work hand-in-hand. When users click your PPC ads, you can quickly track how effective certain keywords are. With this knowledge, you can strategise your SEO campaign to target keywords that you know users are searching and clicking.
In terms of data, you can also track where users go after clicking your ads to see what you can do better and what is working for you.
More time and money
When running a business, time and money can be tight at times. Your PPC and SEO teams must maximise both budget and time and running campaigns alongside one another can help achieve this.
When you run an SEO campaign, you don’t need to spend as much on your PPC ads. This is because you’re running a separate channel that’s bringing in its own traffic. Reducing the reliance on PPC campaigns – making the combination more cost-effective.
When using both PPC and SEO, you can make the most of the money and time you invest. Remember: the time and effort you put into each category helps the other
How to make SEO and PPC campaigns work side-by-side
So, now you know how effective PPC campaigns can be when incorporated alongside an SEO strategy, you need to know how to do it.
Fortunately, at Paramount Digital, we know all about making different digital marketing channels work alongside one another. Here’s how:
Maximise SERP coverage
With an effective SEO campaign and excellent Google Ads, you can cover a lot of space on the search results pages for certain keywords.
Use this two-pronged tactic to maximise exposure and increase traffic to your website.
Keyword research
For both SEO and PPC strategies to be successful, you must conduct thorough keyword research. Analyse what your target audience is searching for and identify relevant keywords you can target in both PPC and SEO campaigns.
By using the same keywords in both, you’ll see improvements in organic search results and PPC advertising.
Brand awareness
Brand awareness is key to performing well online. PPC and SEO can be used to improve awareness of your brand by applying certain strategies that involve using long-tail keywords, link-building and advertising on specific platforms.
Performance of search terms
Using Google Search Console, you can measure search term performance in terms of traffic, sales and leads through PPC and SEO campaigns. Measure traffic, keyword rankings and conversion rates to track and analyse a website’s visibility and ranking.
Using this data from both PPC and SEO, you can identify key areas for improvement.
Competitor data
It’s also important to track your competitor’s performance on search engine results pages.
Track their marketing efforts to modify your own SEO and PPC strategies as this data can be valuable. If your competitor is ranking higher for specific keywords, it shows you what you can target to achieve better results.
Remarketing opportunities
Consider remarketing your PPC ads to an audience who has previously visited your website. This helps to keep your brand fresh in their mind. These users are also more likely to convert into paying customers.
When combining this with an SEO campaign, you can increase the effectiveness of your overall marketing strategy.
ROAS
Return on Ad Spend (ROAS) measures the effectiveness of your digital ad campaigns and allows you to analyse which methods work and which don’t.
By tracking ROAS, you can enhance both your SEO and PPC campaigns with data-driven decisions to enhance your online visibility, leading to more conversions.
Choose Paramount Digital for your PPC and SEO
If you’re a business that wants to increase your visibility on search engines and enhance your website traffic, speak to Paramount Digital.
We’re a team of experts who know how to navigate the complexities of PPC and SEO. We’ve worked with hundreds of businesses over several years and successfully helped them achieve their online goals, whether that’s improving organic traffic or increasing leads through PPC advertising.
Experienced Content Editor with a demonstrated history of working in the retail and sports industry, with plenty of experience of working in social media on the side. Skilled in content management systems, as well as social media. Strong content management professional with over 7 years of experience editing and writing content.
Book a 30 minute consultation call with one of our team so we can understand your goals for digital marketing and what services you need within your budget.
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