If you’re a marketer, chances are you’ve been told that PPC is the enemy of SEO. In reality, though, the relationship between PPC and SEO is a lot more complicated than that. Fundamentally, both approaches to marketing are designed to increase website traffic, with the aim of increasing conversions. Some marketers see each approach as a way to avoid having to use the other, but the truth is that they can actually be made to complement one another.
The relationship between PPC and SEO is a complicated one.
Fundamentally, both approaches to marketing are designed to increase website traffic, with the aim of increasing conversions. Some marketers see each approach as a way to avoid having to use the other, but the truth is that they can actually be made to complement one another.
What’s more, it’s also possible for PPC and SEO teams to work together in order to improve results from both campaigns. The key here is communication; if you have an agency handle your PPC campaign then it makes sense for them also take care of your SEO strategy so that there are no misunderstandings about what each team should be doing for you or how their roles should fit into the wider picture of your digital marketing strategy overall.
PPC and SEO are not competitors; they can help each other out.
PPC and SEO have very different goals, but their approaches are similar in that they are both designed to increase website traffic. Combining PPC and SEO can help you achieve your marketing objectives faster and more efficiently than doing so alone.
Both approaches involve creating unique content that attracts relevant search engine results. However, the content used for each has different characteristics:
- PPC is focused on one short-term goal (e.g., getting a customer to make a purchase), whereas Google’s organic search results rely on long-term strategies (e.g., helping people find what they need).
- PPC ads are explicitly designed to rank highly in the SERPs—they focus on keywords that match with what users type into Google when trying to solve an issue or complete a task—while organic listings use context-specific words that appear within web pages instead of being written specifically for the search engines.
1. Do keyword research before launching PPC campaigns
The first step in any PPC campaign is keyword research. This includes understanding what your customers are looking for, the competition you’re up against, and the search volume of these keywords. You should also know how much it costs to convert a customer on each keyword, as well as your average ROI.
Keyword research is a critical part of setting up most successful pay-per-click campaigns because it helps you determine whether or not there are enough potential customers using certain keywords (and thus spending money) to make advertising with them worthwhile.
2. Write better quality ads; get better quality traffic
When it comes to PPC and SEO, there are some fundamentals that you should adhere to. To get the best results from your paid campaigns, you should:
- Use the right keywords. Keyword selection is an essential part of your campaign as it will help determine where your ads show up on Google’s SERPs (search engine results pages). You can find out which keywords are most relevant by researching them in Google Search Console or by using a keyword research tool like SEMrush (which I’d recommend). Don’t forget that long-tail keywords have higher conversion rates than short ones! It’s also important not just to use the right keyword but also include variations in ad copy. For example, if you’re selling T-shirts online and want customers who are looking for “T-shirts” then add additional terms such as “black T-shirt” or “women’s T-shirts.”
- Use high quality ad copy . The purpose of PPC ads is not only to get clicks but also convert those clicks into leads and sales–so give potential customers a reason why they should click on yours rather than someone else’s! This means providing specific details about what makes your product/service special so they’ll see why they need it right away. Take advantage of tools like WordStream Bid Simulator which can help optimize bids based on historical performance data so that every dollar spent gets maximum value.
3. Use ad text in your web copy
This is a simple but effective way to tie your search engine optimization and PPC together.
- Use ad text in your web copy. When you’re writing about a product or service, make sure to include the keyword(s) you’re targeting in the ad text at least once every two paragraphs (or 25 words).
- Use ad text on landing pages. If someone clicks on an ad that takes them to a landing page, make sure it uses the same keywords as their ads—and don’t forget to include them again toward the bottom of the page!
- Use social media posts with keywords! Just like with other forms of marketing content, including relevant keywords will help draw potential customers’ attention toward your brand while also improving their experience when they visit your website or app in person later down the road–all thanks to those clever little hashtags we just talked about earlier here today!
4. Optimize your headline copy
How you write a headline is very important in PPC advertising, because the first thing people see and read when they click on your ad is the headline. The best way to optimize and improve your headlines is to use short, snappy copy that’s relevant to users searching for it and written in an easily readable conversational style.
5. Be transparent about sponsored content
Using a disclosure statement is not enough to make readers feel like they can trust your site. Instead, you should be honest and upfront about the fact that you are advertising on your page. You can also add links to other pages or sources where the reader can see more information about what you’re trying to sell or promote. This will help them feel more comfortable with their decision-making process because they know where the information came from and how much money may have been spent in order to get them there.
6. Link landing pages to social media accounts
Social media is a great way to get the word out about your business, and if you’re not using it, you may be missing out on valuable opportunities. And while many platforms have different algorithms that determine what posts get shown more in people’s feeds (and when), there are some key things that can help you stand out.
One of these things is having unique content that no one else has published yet — think long-form articles or videos with interesting takes on a subject matter relevant to your industry. The other is having links back up to the original source of this content whenever possible — since this gives credit where credit is due while also pointing back towards whatever site hosted it originally (including yours).
In addition to helping boost traffic from social media websites directly onto your website via search engines like Google or Bing, linking back between sites can also help build trust among users who visit both places regularly.
7. Track progress against goals
You need to set goals before you start. Before you even begin building your SEO strategy, figure out what success looks like for your business and how much money you want to make.
Once you’ve established the kind of growth and revenue goals you hope to achieve within a certain timeframe (say three months), it will be easier for everyone involved in the project to understand what is expected from them.
These targets should not only include things like increased traffic, but also more sales conversions or reduced costs per acquisition (CPA). Whatever metrics are important for your business should be included here.
So, what does it take to make PPC and SEO work together? In my view, it’s all about getting the most out of your traffic. You should be using paid ads as a way to drive more relevant visitors to your website, but also ensuring that those visitors are ready to convert. The best way of doing this is by making sure that your content is relevant and engaging for each individual user. This means keeping an eye on things like ad copy and keyword research throughout all stages of the marketing process.