As marketers we what to get the max out of our digital marketing reach and we can when we use an integrated SEO and PPC approach for our e-commerce campaigns.
That sounds like a bit of a contradiction, PPC and SEO combined. They are completely different processes right. Sort of, but they are just two approaches to generate leads. Either organic in the form of SEO or paid as the case of PPC. We deal with this frequently in PPC consulting for Bing Ads, Google Adwords, Facebook Ads and Linkedin as well as during marketing campaign management, hence I’d be happy to share some insights:
The issue really is that some marketers often focuses on the one and ignores the other.
But here are 4 techniques you can combine SEO and PPC to work together to produce even better results.
1 Using PPC data to find SEO opportunities
Integrating PPC into a SEO strategy is not that a strange technique as PPC can support digital marketers and SEO. This is how:
- Sharing keyword data.
Since there is a lack of data to why a customer come across to a website organically, marketers will resort to AdWords’ Search Query Reports to identity which keywords to prioritize when generating content aimed at the user. This is particularly prized when writing product accounts or brand pages for e-commerce customers. Exhausting the Search Query Report permits SEO specialists to distinguish which search terms are trending and tailor on page content towards these terms. But there is also the chance to create new landing pages or even extended landing pages from reviewing PPC keyword data, focusing on clicks, impressions and transactions.
PPC remarketing can also be used by SEO specialist to support their creative content.
When a SEO team works in collaboration with PPC teams to implement sitelinks on Google AdWords campaigns to support for instance blog posts, the blogs with generate more visits and to a wider audience. Other benefits include larger CTR and interaction rates on the ads. Thereby sales will benefit in the end.
Nothing new, but content works well to attract customers. This SEO data can also be used find PPC opportunities.
2 The opposite is also true. SEO data can also support PPC
With a tight budget
If PPC keywords are pricey, using SEO and content efforts on those keywords, they have the chance to drive large traffic. But be warned the results will take longer. Still it’s a cost effective manner to see ranking gains. Also it gives insights into what search terms work to drive valid traffic, and yes sales.
If you use SEO content writing skills they will help to improve low quality scores. Thereby including SEO content to the landing page will improve the keywords quality score. They will also improve the ad ranking. Then again, they can also help to reduce the cost per click and even further relevant content driving up conversion and engagement rate.
You can plan your PPC strategy with the use of organic data
When planning your PPC spend, consider reviews of organic traffic trends. Knowing when the best time to place an ad is could make the timing more cost effective as you will reach more people, for instance.
Cross channel concerns for paid and organic search
Taking a holistic approach to your digital marketing struggles will earn you rewards, but don’t undervalue the impact of outside powers on your campaigns.
Site problems affects both PPC and SEO, and can cost you a lot of money. When a site goes down the PPC campaign will have to be paused. Continuous site problems will have an effect on SEO performance and can lower keyword rankings. Make sure your SEO and PPC marketers are continuously communicating so that downtime can be reduced and campaigns fully optimised.
There’s no point sending a likely consumer to a broken page – that’s poor PPC account management and will worsen UX and brand value if it is a frequently repeated problem.
There can be different competitors for SEO or PPC. Still it’s vital that a PPC competitor is also considered as an SEO competitor for the reason that at any point they can become an SEO competitor.
PPC bids a lot of data to find new competitors
PPC also highlights when a specific competitor is pushing harder. What you can do it to run the “Auction Insights” report in Google’s AdWords to trend competitor impression share. At that moment, share this data with your SEO marketers.
3 Overall combined strategy for SERP domination
Merging PPC with SEO strategies will permit amplified coverage and SERP supremacy. This will rise general traffic. One way to take full advantage of on this is through local strategies. Link resident PPC campaigns to custom-made local landing pages to drive traffic in store as well as online.
Grow your digital assets with top three spots on paid and organic search and watch your sales increase.
4 Site migration
The impact of the combination of SEO and PPC is best seen in site migration. Then moving a website from one platform to other platforms or even setting up a new website is a lot of work. If you though combine SEO and PPC activities there should be a seamless migration. Okay, some glitches, but only a few. Just select the best time to do the migration.
Ideally a quiet time. You will need to freeze all PPC campaigns while you move across and then work together to pin point the key SEO consideration after the migration.
- URL mapping documents. URL mapping documents will aid PPC when altering the URLs in the campaigns.
- Keyword rankings. Organic keyword rankings can vary after migration. You can rise the PPC budget and push keywords that are not working well organically.
Combining PPC with SEO as a collaborative approach will lead to benefits. With the matching language, talking to the similar target audience, and communicating relentlessly on matters such as keywords, content and even site downtime will present a robust digital marketing plan that appeals and converts.
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