How to Combine PPC and SEO for Maximum Visibility

Pay Per Click (PPC) Advertising

PPC, on the other hand, is paid digital advertising on search engines, along with other networks, such as social media platforms. It involves bidding on targeted keywords. The platform determines your placement based on your bid amount, advert quality, and your advert relevance. You only pay when a user clicks on the advert and is directed to your landing page.

PPC offers immediate results, as soon as you publish your advert it can start driving traffic to your website.

Combining PPC and SEO

While PPC and SEO are related, they are often approached as separate strategies. When combining these two effective digital marketing strategies, you can enjoy a successful campaign that benefits from the strength of each strategy. Some of the benefits of combining these two strategies includes:

Effective Tips to Combine PPC and SEO

Now that you understand what the two separate strategies are, there are some excellent benefits of incorporating both strategies into your campaign. But how do you combine the two?

Pool Keyword Data

When you pool the keyword data for PPC and SEO, you have a comprehensive understanding of your audience, their behaviour, preferences, and demographics. This may not be as clear if you were only using one of the digital marketing strategies. By using both you have a better understanding, enabling you to target your audience effectively.

Content Creation and Brand Messaging

You are able to maintain a consistent brand identify across your campaigns, providing a positive user experience. This involves using similar tone, messaging, and language. 

Data Insights

The short loop of PPC campaigns helps to cover insights you can use in your SEO strategy quickly and effectively. When your PPC ads perform well, it shows which products and services are more appealing to your audience. The performance of your PPC landing pages helps you understand what content to create.

Bids Based on Organic Visibility

PPC advertising compensates for gaps in organic performance, ensuring you remain visible in search results. An effective approach is to lower your PPC spending on terms where you rank well organically, bidding on terms where your organic ranking is lower.

Identify Long-Tail Keywords

Long-tail keywords are longer phrases and very specific that a user will use when they are close to making a purchasing decision. These keywords are less competitive, but offer high value, especially in PPC campaigns. You can identify these keywords through SEO and then use them in your PPC campaigns to boost visibility and revenue, ensuring you reach highly motivated buyers.

Cross Channel Remarketing

Cross channel marketing enables you to re-engage users who have engaged with your brand, but never converted. You can tag these visitors in your PPC campaigns to encourage them to visit your website and complete their conversion. This approach ensures any interest you generate through SEO is capitalised through targeted PPC advertising.

Conclusion

Combining PPC and SEO is a powerful way to enhance your digital marketing efforts, maximising your visibility online. With this approach, you don't only boost your visibility, you also get to understand your audience and their search needs, helping you develop relevant content and ads that resonate with your audience, boosting engagement, and conversions. If you need help with PPC or SEO, get in touch with Genie Crawl today. We would love to help you maximise your visibility online.