In-house or through an agency whether agency or in-house, the PPC and SEO departments are old-fashioned and never-ending.
In addition to the issue of keyword cannibalization the bidding for brand names and argument over attribution SEO and PPC when combined can be the ultimate marketing device to increase brand awareness throughout all phases of the user-consideration funnel.
As an SEO as well as a PPC company, we understand the benefits of the moment SEO solutions as well as Google Ads management are integrated into a seamless strategy, it will help companies and brands achieve better results than simply relying on each channel.
PPC Perks: Hyper-targeted
Stability
With PPC you’ll experience the rumble of massive Google algorithm changes to search engines and remain unaffected however, your organic ranking could suffer a setback and be struggling to get back on track.
Many variables impact the overall stability of Google Ads, like your budget and competition. However, generally speaking, you can get over these problems quickly and easily.
Reactiveness
You can set up your own PPC campaign get it in operation quickly and dominate the top positions on the pages (SERPS) in your targeted keywords quickly.
If you’re offering any kind of sale, discount for service, or a seasonal product offer it is possible to create an ad that is laser-focused.
Targeting Options
PPC lets you target your ads at a super-granular level to place your advertisement before your ideal client.
The age of the user, their gender geographic location devices family income, parental status purchasing intent in the market as well and affinity interests are built into Google Ads as standard and will ensure that you aren’t spending your money on marketing your service or product to someone likely to not be interested in your product or service.
Testing Capability
It is easy to A/B test and evaluate ad text images and promotions on various demographics using the targeting reference above.
You can boost your spending on keywords that are profitable for specific segments and decrease spending on the ones that are not performing well. You can develop bidding strategy experiments, and ultimately optimize and test until you are satisfied.
Related: 6 Practical Examples of How PPC & SEO Can Work Together
Overall visibility
In terms of effectiveness, Google Ads can show ads that are creative across many of Google’s sites:
- Text advertisements in the Search network
- visually-based listing of products on Google Shopping
- visually appealing ads on millions of sites that are part of the Google Display Network (GDN)
- videos as well as other ad formats videos and other ad formats YouTube.
- That’s quite a bit of visibility.
SEO organic traffic website
Site traffic is free
After being discovered and indexed by Google sites will receive clicks from the results page, based on keywords you have on your pages.
It’s a myth that SEO isn’t expensive. Conduct some search engine research, create blog posts, optimize certain page titles, after which you’re all done.
The truth is that for keywords and industries that are competitive the top-ranking competitors are likely to invest massively in their SEO strategies through the production of content as well as technical SEO optimization linking, PR, and link building all with huge costs. The 5 Best Read PPC Blogs for Marketers and Advertisers
Longevity
Organic Google results will be around for a long time after PPC campaigns have been shut down. (as you’re not engaging in any sort of naughty behavior). The rankings may decrease in time but you’ll remain noticeable.
Costs
If you could manage all of your SEO on your own and not use costly keyword tools, trackers, and others The only expense you’d have to pay for would be your time.
SEO can be accomplished with a tight or on a budget that is not hesitant if you completed your work but be aware that you buy what you pay for…
Higher CTRs
In general, organic search results have more CTRs (click-through percentages) than PPC advertisements. It is more likely that you will see higher CTRs from the top Organic search rankings than the top spot of a PPC advertisement.
So How Can PPC and SEO Work Together?
We’ve now a better understanding of the advantages and benefits that come from PPC and SEO, let’s take a look at some strategies that have been tried and concepts of what PPC and SEO can work together.
Marketing and funnel stages-based targeting
In general, remarketing refers to the process of displaying a PPC advertisement to someone who’s already been to your website.
The more visitors to your website, the bigger the number of people you can reach through PPC.
Here are some an example that shows PPC and SEO working in tandem:
PPC is a great platform to test Keyword strategy and CTR testing
Google Ads is the perfect location to test an effective keyword strategy.
Ad CTR testing and other A/B tests may be a good way to test winners and losers before embarking on the potentially more expensive (and scary) organic strategy for keywords.
From the PPC viewpoint, Google Search Console is the perfect place to find keyword ideas.
Organically, the website could be ranking for keywords that you haven’t thought of as something you could add to the PPC efforts.
Concentrating on weak or emerging segments
Good organic rankings are not always uniform across all products or services offered on-site.
Ie. The ‘Red shoe’ category or your ‘Office removals’ service page could rank less than the ‘Yellow Shoe or Home removal’ pages.
The same is true with brand-new items or new services.
With PPC you can focus on new markets while you wait for the Google Gods to index you organically.
Retrieving budget from highly profitable organic segments
If you’re seeing amazing organic results on one part of your site it’s possible to be defensive and cut back on PPC efforts in that area and place your budget in less popular terms – or make it a double effort and aim to full SERP Organic/Paid dominance in visibility.
We’ve designed a tool especially to help with this, dubbed the ‘Organic Keyword Analysis Tool vs Paid Keyword’.
It’s a tool that analyzes the data on keywords that come from Google Ads, Search Console, and Google Analytics to look at the performance of your keywords across Organic and Paid-for target keywords, and then checks for market share and cannibalization.
Analysis of Search Terms
Google Ads search phrases across Search and Shopping campaigns are displayed along with conversion rate, CTR ROAS, and other revenue figures – all of which are actionable data that an SEO team to use in their on-page SEO strategies.
Each click gives us more information about the person we want to reach their search intentions and the issue they’re trying to resolve.
More clicks volume overall
Utilizing both PPC and SEO in tandem will increase the number of clicks on the website, which will increase brand recognition along the way.
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