To become a successful full stack digital marketeer, once must possess knowledge on PPC (Pay-per-Click) and SEO (Search Engine Optimization). Even though PPC and SEO are two different concepts in marketing, their core aim is to generate traffic and revenue for the brand.
Before we get into the vitals of this article let us understand these two concepts:
What is SEO?
SEO stands for Search Engine Optimization. It is the practice of getting good quantity and quality of traffic to your website by organic methods on Search Engines. SEO in simplest terms means betterment of unpaid results for a brand. SEO forms one part of Digital Marketing.
What is PPC?
PPC stands for Pay-per-Click. In this, a customer is shown an ad on the search engines as per the query. The advertisers pay a fee every time one of the ads is clicked by the customer. PPC form the other part of Digital Marketing. The structure of a PPC account is such, an account contains various campaigns. Campaigns contain Ad Group which constitute of Ad, Keywords and Creatives. Every Ad is linked to a keyword.
Let us find out how one can achieve multi-channel success by Integrating Paid Search and SEO together:
1. Close Keyword Gaps with the help of PPC and SEO:
a. Pause Expensive Keywords: Keyword form the base of SEO and PPC marketing. As keywords are one of our important assets, it is necessary to optimize them. Both the SEO and PPC team conduct keyword analysis, here both the teams and work interchangeably and try to close the keyword gap.
Furthermore, it is important to identify the keywords that are consuming money but have no substantial result. These keywords can be paused and used in Organic Targeting.
b. Using Long-Tail Keywords from SEO: It is possible to use the data from SEO and identify the high performing long tail keywords that can be employed in PPC campaigns to enhance performance and reduce cost. The main advantage of this is that long tail keywords are less expensive than generic keywords which in inevitably reduce cost.
c. Better Geotargeting: In SEO, is possible to identify the geographic location of the traffic coming to the website organically. This Knowledge can be shared to the PPC teams and hence allowing them to adjust their bids to the targeted area.
2. Create ads that match SEO Content:
As we all know content is king, it is essential to have attractive and engaging content. Google ads are all about eye catching Headlines and Description that will instantly “click” with the customer. To ensure that the ad is maximizing its output, the experience that a user has must be impeccable which will make them convert. Meta titles, Meta description and headings which are used in SEO can be used to curate the best quality Advertisements to create an amazing experience to the user.
Moreover, another way by which we can improve quality scores is by integrating Ad copies to landing in a flow.
3. Improve Quality score and Relevancy:
To understand this concept let us learn about quality scores. Quality score describes the quality and relevance of a google ad and landing page where the traffic needs to be sent. The quality score is dependent on various factors such as CTR, Keyword relevancy, Ad Relevancy, Landing Page and more.
A major part of the quality score relates to landing page quality, a factor that SEO+ CRO(Conversion Rate optimization) can contribute a lot of insight to.
Most of the metrics relate to the ad setup. However, one metric that can be improved with the help of SEO is increasing Landing Page relevancy. Here is how:
a. Correct and uniform schema markup.
b. Page load time (Affecting SEO and PPC Ad Rank)
c. Use of correct UI/UX on the landing page.
To summarize, PPC and SEO would not affect each other directly. However, their performance can affect each other indirectly as they work parallelly. With the help of PPC, SEO and CRO techniques one can achieve great performance for their brand. For more details on how to leverage high quality content and get the best out of PPC and SEO, contact us for a free website audit.