The Intersection of PPC and SEO

If you are at all unfamiliar with how a pay-per-click campaign works, let me enlighten you. Pay-per-click (PPC) marketing is a model of internet marketing in which advertisers place an ad on search engines and pay a fee each time one of their ads is clicked. Essentially, it’s a way of buying visits to your site. PPC offers advertisers a unique means of putting their message in front of an audience who is actively and specifically seeking out their product or service. More effective ads generate greater click-through-rates (CTR) and lower your costs.

Great. But what does that have to do with SEO?

Search engine optimization (SEO) essentially is the process whereby your website’s “visibility” on search engine results is maximized. With the ever-increasing number of companies, the competition for the digital space is fierce as each is competing for the same rankings. With this in mind, it beckons the question, how can my PPC campaign enhance how I rank on search engines?

Optimizing Your PPC and SEO Campaigns

The keywords here are “integration” and “synergy.” PPC and SEO interact on a click-through basis. These two marketing channels can complement one another and better help to leverage your paid search efforts. According to Google,

“Think about the words users would type to find your pages, and make sure that your site actually includes those words within it.”

This is the most basic thing your PPC and website should cover: actually discussing the items (down to the specific words) that are mentioned in your PPC ad. Readers clicked on your ad because it addressed specifically something they were interested in—don’t lose them as a potential customer by making them dig to find what they were looking for in the first place.

PPC can further help guide your organic efforts by utilizing keywords that bring in high traffic, thus increasing the likelihood of showcasing copy that compels readers to click and to buy. Research has shown that by adding a PPC component to your campaign, not only will you generate more leads per customer from your PPC spend, but you will also increase your organic and local traffic from having multiple listing on the first page.

The Takeaway?

Utilize a PPC campaign in conjunction with your organic results. The presence of both an ad and an organic result on the SERP increases the CTR tremendously, and sound data from the paid and organic reports strongly indicate that SEO and PPC support one another.

For more information about better managing your SEO and PPC campaigns, contact Epic Marketing today for a free consultation!