Building brand awareness and reaching out to customers are important if you’re running a small to medium business.
Competition is high, and with today’s digital age comes the frequently asked question, “How do you promote your brand online?”
Pay-per-click (PPC) and search engine optimization (SEO) are two of the most effective and widely used methods for internet marketing. But because they have different strategies and methodologies, businesses often question which channel to choose, not fully realizing the potential benefits they can reap when these two are combined.
Whether you’re looking to get SEO services or PPC, it’s important to get all the information you need to decide which channel to focus on. And we’re here to help you with just that, hopefully with a bit of SEO training tied up to a PPC approach.
What is the difference between SEO and PPC? More importantly, how do SEO and PPC work together?
Let’s dive a little deeper so you can determine how to combine both strategies for your business.
Why Do You Need an SEO Campaign?
Search engine optimization is a long-term approach to digital marketing. In simple terms, it’s about improving and optimizing your content for your customers, which, in turn, will help to rank your website on search engines like Google.
The process, however, is not simple, as Google regularly updates its algorithm and that can affect your ranking. If you don’t have the expertise, you may not be able to keep up with Google’s algorithm updates.
Some businesses opt to either hire a search engine optimization company or build a team to create an SEO strategy for them.
How does SEO work as an effective digital marketing strategy?
SEO is a long-term investment and not a one-time transaction. That’s why some businesses choose to have their own digital marketing division to do SEO for them.
But the cost of hiring a full team of SEO experts as well as the cost of resources can stack up quickly. It’s usually more efficient to outsource the work to agencies with SEO specialists because they already have the available resources and expertise to consistently deliver great results.
SEO is all about optimizing your content for the right keywords and attracting organic traffic to your website. The goal is ranking high on the first page of search engine results to attract your target customers.
Like PPC, an SEO campaign relies on data and analytics to determine the right keywords to target.
SEO is a long-term strategy because it tries to organically attract visitors to your website, rather than use ads. Optimizing your content and website can take time, meaning it might take a while before seeing results.
If you think SEO is the approach for your company, you must look at it as a continuous strategy to get the best results.
Why Do You Need a Pay-Per-Click Campaign?
Pay-per-click involves running ads on the search engine results pages or on social media platforms like Facebook. Every time a user clicks on your sponsored ad, you have to pay the search engine hosting it.
PPC can mean search ads, display ads, social media ads, or retargeting ads. However, when talking about Google and PPC, search ads are usually what comes to mind.
Search ads boil down to bidding for search engines to put your ads on top of the results page for specific keywords.
How does PPC work for your digital marketing efforts?
PPC relies on bidding upfront and when done right, can be cost-effective. Your PPC budget should be flexible, but its efficiency relies on your landing page’s ability to convert visitors into buyers.
Creating a PPC strategy involves data and analytics. Many rely on bidding for heavily searched keywords that draw in a lot of competition. To reach their campaign goals, good PPC campaign strategists will usually recommend keywords that have a good balance of traffic and competition.
If your analysts choose the right keywords and you have optimized your landing page for them, PPC should yield good results. You’ll start getting clicks once your ad is up and appearing on the results page. However, keep in mind that your ads will need a significant amount of budget in order to continuously run.
Why Do You Need Both PPC and SEO?
The specific nature of PPC draws in buyers who already know what they want and have very specific questions for search engines. This means you’re already targeting people with a high intent to convert.
For example, if someone inputs “lemon meringue pie bakeshop near me” in the search query, they’re more likely to be craving that dessert and susceptible to a targeted advert.
On the other hand, a user searching for “lemon meringue pie” could be browsing for recipes or for opinions on the dessert. If you’ve optimized your site for those keywords, you may draw them to your site and have the time to persuade them into trying your deserts.
So, Does SEO affect PPC, or vice versa? Technically, no.
Even if you have paid ads running and appearing on search results, these don’t directly affect your website’s rankings. The same applies for SEO. Ranking on the first or second pages doesn’t directly have an impact on the performance of your ads.
However, this doesn’t mean SEO and PPC can’t have a combined approach. Both SEO and PPC are incredibly useful tools for boosting online traffic and helping your business take up most of the online real estate to get more conversions.
It’s like how SEO and content marketing work together. You need both strategies to give your business the attention it deserves from your customers.
Here’s how you can make the most out of SEO services and PPC management for your business
Targeting Keywords That Drive Traffic and Conversions
When analyzing keywords to use, determine if they would be too costly or too risky to leave to PPC. You can make them the driving point of your SEO approach instead.
For example, if the costs per click for a keyword is too high, you can add this into your list of keywords for your SEO strategy. This way, you can target the keywords organically without overspending on your paid ads.
Another approach is to use paid ads as a way to determine a keyword’s viability for SEO rankings. Run a PPC campaign for relevant keywords and see how it performs. If the ad for a keyword gets click and conversions, you may want to plug in that keyword for your SEO efforts.
Getting Visitors to Come Back to Your Website
Had visitors who didn’t convert? Don’t worry. There’s still a way to get them to come back to your website. The answer lies in retargeting ad campaigns.
Use PPC to retarget organic visitors through marketing offers that would entice them to return to your website. For example, if you have a special offer for the season, you can use retargeting ads for promotions while attracting previous visitors who landed on your website.
Improving Your Current Digital Marketing Efforts
Combining the data from your PPC and SEO campaigns can significantly help you in fine-tuning your campaign. Metrics such as Click-through Rate, Bounce Rate, and Conversion Rate that can be found in both SEO and PPC, can help you determine which keywords are more effective or relevant, especially with generating leads.
Use your PPC campaign to determine which ad copies or what kind of language appeals to your audience. You can then use this information to improve your website and your SEO strategy. Testing strategies on PPC and determining their success before implementing them in SEO saves you time readjusting.
In many ways, digital marketing levels the playing field between big corporations and smaller businesses. Unlike traditional media, which can be prohibitively expensive, both SEO and PPC are affordable for a lot of businesses.
SEO and PPC – Better Together with the Right Partner
With all the benefits that PPC and SEO bring to the table, using these two techniques in tandem rather than separately will unlock the full potential of your business.
Finding the right digital marketing agency to assist you with your SEO and PPC campaigns is essential if you want to succeed. Truelogic offers these services and more, along with our years of experience in the industry.
Contact us today to learn what we can do for you.