Most businesses are trying their best when it comes to trying the latest digital marketing strategies. Because today, businesses make more profit when their business is online than offline. The most successful strategies that are used by online businesses are PPC and SEO.
A lot of business owners approach PPC and SEO as two separate strategies for online marketing. Both of them play an important role in your company’s digital marketing campaigns with effective strategies and tactics.
But when you combine PPC and SEO, they complement each other and become stronger. This in turn leads to an improved ad campaign and marketing strategy for your business online. This is because both strategies can support the other in certain ways. Nevertheless, SEO and PPC provide their own data and valuable insights.
We prepared a list of widely practiced 6 PPC and SEO strategies to make your research easier. Keep reading…
#1 Tap Into Valuable Data To Inform Your Entire Marketing Strategy
To apply a strategy, you need accurate data that can direct your marketing efforts. Since Google doesn’t show key data points from Google Analytics like it used to. So now it is more important than ever to have Google Ads running so you can extract first-hand data to use in your PPC and SEO campaigns.
Both SEO and PPC give you unique data that you can use to make informed business decisions because each one gives you a piece of different information about your customers’ preferences. Simply put, SEO helps you learn about how customers engage you from an organic perspective, and PPC lets you know about people who are close to the purchase phase.
The best power of SEO and PPC comes when you combine data together from both channels. Acquiring data with PPC and SEO can paint a clear picture of your audience across the Customer Journey and will help you leverage your entire marketing campaign!
When you simultaneously run organic and PPC campaigns, it gives you double the amount of data. This can be useful for you to analyze keywords from two different perspectives, later you can cross-reference the data and draw some meaningful inferences about your business.
You will find these metrics in your PPC and SEO campaigns.
- Conversion Rate
- Clickthrough Rate
- Time On-Site
- Bounce And Exit Rates
So get started to gather valuable data and analyze your marketing campaigns.
#2 Use Appropriate Keywords
Did you know that “93% of online experiences begin with a search engine.” – says the search engine journal.
Keywords play a very important role in your marketing strategies. They’re imperative across all channels and it’s with keywords that a user interacts with a search engine. A coordinated keyword approach is a good way to increase the effectiveness of these two channels.
For instance, long-tail keywords are hard to find in PPC, but they work well for SEO as you can create content around these words without compromising on your PPC budget or traffic.
Non-branded keywords might not secure rank for a given competition, but it could be a good fit to add to PPC as you can make sure to have coverage on those terms. Having a dual strategy across the entire search demand helps you capitalize on the high traffic and high converting terms from head to long-tail keywords.
A lot of companies work hard to balance their PPC and SEO, but using appropriate keyword data is the most important part of making the best out of these two strategies. Usually, these are two different bridges, so it is important to regulate them often for better cooperation.
#3 Prioritize Quality Score
Quality Score is a key metric to monitor your PPC campaigns. A high-quality score indicates that the ad meets your customer’s needs in Google’s eye. And if you are able to attain a high-Quality Score you will automatically lower the CPCs (Cost Per Conversions).
Google rates the relevance of your keyword as Quality score, landing page, and ad copy. This means, the higher the Quality Score, the lower the Cost Per Conversion for you to pay.
Therefore, Google Ad’s Quality Score can indirectly impact your SEO rankings. While this is not proven, digital marketing channels do influence one another and work together in coordination.
Here are some ways to merge your PPC and SEO practices to improve Quality Score:
- Do Keyword Research – Find new, highly relevant keywords to enhance your campaigns, including long-tail terms that are possible and relevant.
- Analyze internal and External Keyword Gap – Differences, variations, and misspellings of branded words can lead to traffic leaks. So remember to check your keywords carefully
- Organize your Keywords – Place your keywords into tight, organized groups that can be tied effectively to individual ad campaigns in both PPC and SEO.
Remember that it’s important to protect your brand’s authority so it’s essential to monitor your paid search and SEO channels for trademark abusers and harmful competition on the SERP.
#4 Maintain a Cohesive message
Giving a cohesive or interconnected message across your marketing strategies promotes brand loyalty and improves the consumer journey. A cohesive message is a great way to marry PPC and SEO together to help drive the best results for your business.
There are a lot of ways to communicate a cohesive message across both PPC and SEO.
The first step is to review your ad copy to make sure the target keyword is included within the text of the ad copy and in the display URL of your PPC ad campaign.
Recently Google allows changes to allow for a 90% increase in text space compared to current expanded text ads, so you can experiment with different variations of ad copy.
Next, you should check your landing pages to ensure they have high relevance to target keywords to increase Quality Score. Keep in mind to use a similar message in the meta description of your PPC ad copy.
A cohesive message is essential in order to create a good digital footprint as there is too much competition in today’s digital world. If you can build trust in your brand, both from a search engine and consumer standpoint, you will see better ROI across all channels, not just PPC and SEO.
As it takes so much effort to build and maintain a brand, it is important to monitor any attempts that may harm your brand.
#5 Reinforce All Stages Of The Customer Journey
SEO is a long-term strategy that delivers consistent results, while PPC marketing helps you generate immediate results that you have paid for. Both strategies offer great benefits to any e-commerce business because they both work to capture qualified leads and increase sales.
Many online businesses use SEO and blogging to build their sales funnel with informative content. Such content aims to educate customers about their problems and then markets the solution throughout the customer journey.
PPC ads are used to attract prospective leads who have already done their research and are ready to make a purchase at that moment. You can bring SEO and PPC data together to gain insights about your customers and what they are looking for.
It is important to remember that you pay for traffic with PPC, even if it doesn’t generate leads. For instance, even if people click on your ad, if they realize it’s not what they were looking for and leave, then it still counts as a click to be paid for.
So don’t display your ad on irrelevant searches, and save your time to create more chances for it to appear on relevant searches with a great probability of conversions.
#6 Analyze Data from PPC and SEO
Last but not least – Keep track of your strategic SEO and PPC moves. Stay updated about trends and surprises. Make use of this data to learn more about your customers and make adjustments. This analysis will help you improve the ad copy or content to attract more conversions.
If you need results-oriented PPC and SEO campaigns for your business, reach out to Saba SEO. As a #1 PPC Agency in Delhi, we offer high-quality PPC and SEO services, and we have more than ten years of experience in digital marketing. Our expert team can analyze your target market and create a customized marketing campaign to boost your online business. To implement high-quality PPC and SEO services, give us a call today at 9899 777 422.
