Many businesses consider SEO and PPC as two different marketing strategies. Though the two marketing strategies have a lot of differences among them, they come below the category of Search Marketing. There are different ways in which they complement each other, taking a coordinated approach will open up a lot of opportunities to improve a business’s marketing strategy. Using the right keywords the users are searching for along with a good landing page can influence the performance of a campaign.
The 4 major benefits of using SEO and PPC together
- Increase in the visibility on SERP
When combining SEO and PPC increases the exposure on the search engine results page. As we know the first two-three results shown are results of paid advertising. Though you rank for a keyword in the first position organically in the SERP, your competitor can still be on the top with an ad. Hence, using both PPC and SEO can help you dominate on the first page for both paid and search results. This in turn will result in increased traffic and help establish your online presence..
Using PPC and SEO together Poconnor has been able to dominate the first page in the SERP for the keyword “texas property tax appeal”. Hence, even if the user did not click your ad, your website’s presence in the top position will create trust and help users see your website as an established company.
- Retarget website visitors through PPC ads
Users who had visited your website organically but did not convert into leads or customers can be targeted via PPC ads. This strategy is most effective for e-commerce websites. Creating a remarketing campaign with a compelling message and sending it out at the right time can encourage consumers to pick up where they left off. This in turn drives traffic back to your website and increases the likelihood of converting. You can find this option below the Audience Manager in Google Ads.
- Learn from the PPC ads
Implementing the learnings from the PPC ads can help improve your SEO strategy. Analyzing and determining which data resonates with users the most can help you drive more traffic to your website. This will give you an idea of what kind of titles, meta descriptions, and on-page content work. Organically testing if the titles and meta descriptions work well can be a tedious process. Testing these metrics using PPC ads helps you get immediate results.
- Sharing keyword data
Running PPC and SEO campaigns alongside will give you twice the keyword data to analyze.PPC ads help you analyze, test, and refine keywords. Information on CTR and conversions help you scrutinize keywords. This helps you understand if the keywords you target will bring in results if optimized for SEO. With PPC you can target keywords you are struggling to rank for on the first page organically. Similarly, with SEO you can target the most expensive PPC keywords.