PPC and SEO : How They Work Together to Make Great Campaign

Search Engine Optimization (SEO) and Pay-Per-Click (PPC) advertising can seem like rival siblings vying for attention, even if you want to get the most out of your digital marketing efforts. But when combined, they form an unstoppable power duo that may greatly enhance your online visibility.

Gaining visibility with SEO, which primarily focuses on ranking naturally in search engine results, can happen gradually but steadily. It all comes down to improving your content and website so that search engines find it more interesting. Pay-per-click (PPC) advertising involves the purchase of advertising space that appears in search results.

PPC Perks: Hyper-targeted

PPC, or pay-per-click advertising, offers a plethora of perks, chief among them being hyper-targeted capabilities. With PPC, advertisers can finely tune their audience targeting, ensuring that their ads reach the most relevant individuals. Through granular settings such as demographics, interests, behavior, and even specific keywords, advertisers can precisely pinpoint their ideal audience segments.

This hyper-targeting not only increases the efficiency of ad spend but also enhances the overall effectiveness of campaigns, as messages resonate more strongly with audiences who are genuinely interested in the product or service being promoted.

1. Stability: With PPC you’ll ride the wave of sweeping Google search engine algorithm updates and be largely unaffected, while your organic rankings might take a hit and struggle to recover. There are several factors that affect overall stability in Google Ads, like your budget and competition – but generally, you can overcome these issues quickly and easily. 
2. Reactiveness: You can create a PPC campaign and be up and running very quickly, dominating top positions in the search results page (SERPS) for your target keywords very quickly. 
3. Targeting Options: PPC allows for super-granular targeting to put your ad in front of your ideal customer. Age, gender, location, device, household income, parental status, in-market purchase intent, affinity interests and more are baked into Google Ads as standard and help ensure you’re not wasting your money promoting your product or service to a user unlikely to be interested in your offering. 
4. Testing Capability: You can easily A/B test and measure ad text, imagery, and promotions on a variety of demographics through the targeting mentioned above. You can increase spend on profitable keywords for particular segments and dial back on poor performers. You can create bidding strategy experiments and basically optimize and test to your heart’s content.

SEO: Organic Traffic to Your Website

SEO enables you to target specific keywords and phrases relevant to your industry, allowing you to reach your desired audience effectively. By conducting thorough keyword research and strategically incorporating these terms into your content, you can attract highly qualified traffic that is more likely to convert into leads or customers.

Moreover, as search engines continually refine their algorithms to deliver the most relevant results to users, investing in SEO ensures that your website remains competitive and stays ahead of the curve. By consistently optimizing your site and staying abreast of industry trends, you can maintain and even improve your organic search rankings over time, driving sustained traffic growth and increasing your website’s visibility and authority in the digital landscape.

1. Longevity: Organic Google rankings will stay around long after PPC campaigns are switched off. (as long as you’re not doing anything too naughty). Rankings may decline over time, but you’ll still be visible. 
2. Costs: Theoretically, if you were to do all your websites SEO yourself, and not use expensive keyword tools and trackers etc, the only cost you’ll face is time. SEO can be done on a very tight budget or non-hesitant budget if you did all the work yourself – but remember you tend to get what you pay for.  
3. Higher CTRs: Generally, organic search results see higher CTRs (click-through rates) than PPC ads. You’re more likely to see a better CTR from top Organic search ranking than a top position PPC ad.

A Symbiotic Relationship

SEO and PPC don’t have to conflict with one another, despite popular opinion. Instead, they enhance one another in a number of ways. Long-term success is built on SEO, yet PPC can offer instant visibility and data for SEO enhancement. How to do it is as follows:

1. Remarketing and Funnel Stage Targeting
   Broadly, remarketing is showing a PPC ad to someone who’s already visited your site. The more people who visit your site, the larger your audience sizes to target via PPC. 
2. PPC As A Platform for Keyword Strategy and CTR Testing
   Google Ads is the perfect place to trial run a keyword strategy. Ad CTR testing and other A/B tests can be experimented with to find winners and losers before rolling out and implementing a potentially more costly (and terrifying) organic keyword strategy. From a PPC perspective, Google Search Console is a great place for keyword inspiration. Organically, the site might be ranking for terms you’ve not discovered or thought of that you can layer into your PPC efforts. 
3. Focusing on Underperforming or New Segments
   Good organic rankings are rarely consistent across all products or service types on a website. The same goes for new products or services. With PPC you can focus on the new segments while waiting for the Google Gods to index you organically.  
4. Pulling Budget from High Performing Organic Segments
   If you’re seeing stellar organic results in one area of the website, you can be defensive and dial back on PPC efforts there and allocate budget towards lower ranking terms – or double down and go for full SERP Organic/Paid visibility dominance. 
5. Search Term Analysis
   Google Ads search terms across Search and Shopping campaigns are shown along with CTR, Conversion rate, ROAS, and other revenue figures – all actionable data for the SEO team to leverage into their on-page SEO strategies. We say to our clients that there’s no such thing as a wasted click. Every click informs us more about our target customer, their search intent, and what problem they’re trying to solve.

Leverage the Potential with DMB!

PPC and SEO are not competing strategies but rather complementary tools that, when integrated effectively, can propel your digital marketing campaigns to new heights. By harnessing the power of PPC’s hyper-targeted perks alongside the sustainable benefits of SEO-driven organic traffic, businesses can achieve a synergistic approach that maximizes both short-term results and long-term growth. Whether you’re aiming for immediate visibility or seeking to establish lasting authority in your industry, the combination of PPC and SEO offers a comprehensive solution to enhance your online presence and drive meaningful results.

Ready to leverage the full potential of PPC and SEO for your marketing endeavors? Let DMB SEO Marketing be your trusted partner in navigating the complexities of digital advertising and search engine optimization. Our team of experts is dedicated to understanding your unique challenges and crafting tailored strategies to address them effectively. Contact us today to discover how we can help you unlock the full power of PPC and SEO and take your campaigns to the next level.