The modern marketer has a wealth of opportunities for reaching potential customers. Paid advertisements have a 200% ROI, and 82% of marketers agree that SEO improves your all-around effectiveness in generating traffic and sales.
So, what if you combine SEO and PPC efforts?
It’s important to understand that both SEO and PPC have their strengths, but they are very different in terms of approach and what they offer business owners. But when you combine them, you can see massive benefits to all aspects of your business!
Let’s talk about combining your SEO and PPC campaigns to get the most out of search campaign results for your business.
Analyze User Behavior and Most Effective Pages
The first way that you can combine SEO and PPC efforts is through analyzing behavior and your website’s pages.
By understanding how users interact with your content, you can get a better idea of how traffic flows through your site and which pages are most effective. This information can help you make decisions about where to focus your SEO and PPC campaigns.
In order to keep your bounce rates as low as possible, you want to utilize your most compelling and relatable content. If you place your PPC ads on a landing page that isn’t relevant, you’ll be sure to see higher bounce rates.
Use this same thought process with SEO by targeting the right keywords on your pages that are most relevant to the topic and content.
Increase Brand Awareness
A study by Google showed that 88% of people who conduct a local search on their smartphone visit a store within one day. Combine this with the statistic that 72% of people say they’re more likely to buy from a site that they know, and you can see the importance of increasing brand awareness.
One great way to combine SEO and PPC is through using branded keywords in your ads. This will ensure that your business name appears when users are searching for it. You can also increase brand awareness through other marketing efforts like social media, PR, and email marketing.
Targeting Regions and Markets
Another way to combine SEO and PPC is through targeting regions and markets. This can be done by using different geo-targeting tools in your ads. For example, you can target a certain country, state, city, or postal code.
By doing this, you’ll be able to get a better understanding of what regions are more likely to convert into customers. You can also use this information to create custom landing pages that are specific to the region you’re targeting.
Don’t stop with the landing pages, either; you can test out different keywords and audiences with your pages.
This will help improve your click-through rates and reduce your cost per acquisition.
Test PPC Campaigns For SEO Content
A great way to use PPC is to test out content for your SEO campaigns. This can be done by setting up a paid search campaign and driving traffic to landing pages with different pieces of content.
By doing this, you’ll be able to see which content is most effective at generating leads and sales. You can then use this information to improve your SEO campaigns. This is critical since SEO takes months before seeing results, whereas, with PPC, you’ll get results within a few days.
Not only will this save you time, but it will also ensure that your SEO campaigns are most effective. Running A/B testing to improve all of your campaigns is an effective strategy when combining SEO and PPC.
Remarket Customers With PPC Campaigns
One of the best things about PPC campaigns is the ability to be very specific with the audiences that you target. This is done by creating remarketing lists.
Remarketing allows you to target people who have already interacted with you on your website, social media pages, or email. This gives you the ability to reach out to them when they’re most likely to buy from you.
You will see that many customers will land on a website, shop around, but then not end up buying anything because they are not ready, they are comparing prices or any other reason.
This same customer can repeat this process several times without purchasing anything. Often, this same customer can then forget about the website and product as a whole.
Running targeting ads towards these customers can be an effective strategy to bring them back in for the final purchase. Whether that be through advertising a specific product, or just putting your brand in front of them, when they are ready to purchase, they think of your brand first!
By combining SEO and PPC for retargeting campaigns, you’ll be able to improve your chances of getting quality leads and sales from customers.
Optimize Your Landing Pages
When talking about how to combine SEO and PPC, you have to bring up landing pages. They are a critical part of any campaign to increase leads and sales. However, if you want them to be most effective, you have to optimize for two things: potential customers and search engines.
For potential customers, you want to make sure your landing pages are relevant to what they are looking for. This can be done by having a clear and concise headline that matches what they clicked on.
You also want to make sure the page loads quickly, is easy to navigate and has a call-to-action that is visible. All of these factors will help improve your conversion rate!
As for search engines, you want to make sure your landing pages are optimized for the keywords you’re targeting. This means using those keywords in the title, throughout the content, in the meta description, and in the URL.
Doing this will tell search engines that your page is relevant to what users are searching for. This will help your page rank higher in the search engine results pages.
How to Combine SEO and PPC Efforts
The key to a successful marketing campaign is being able to reach the right person at the right time with the right message.
If you combine SEO and PPC efforts, you have the best and most effective way of reaching your target audience, reducing costs per acquisition, improving conversion rates on landing pages, and increasing organic rankings in search engine results pages (SERP).
Follow the tips we provided and you’ll be sure to reap the benefits. If you have questions about PPC or SEO strategies, be sure to reach out to our team of experts.
Leave a comment