In online marketing, traffic rules. The bigger the traffic, the better. However, employing a single strategy to boost your visibility in Search Engine Results Pages (SERPs) will limit your reach.
Two of the best ways that online marketers use are the Pay Per Click (PPC) and Search Engine Optimization (SEO) approaches. These two online marketing strategies work well in inclusion than they do when executed separately. Most businesses will opt out of PPC once their site appears on top search pages, but the truth is, the top results are paid ads. Combining paid ads and organic marketing strategies is the best way to leverage your digital marketing and cut costs as you reach a wider audience. After all, PPC and SEO have the same objectives; increasing viewership, raising rates of conversion and reducing costs. Here are five reasons why you should use PPC and SEO together in your digital marketing strategy:
1. Doubles your conversion rates
According to Google, even though paid ads appear on top of the search pages, they do not replace the clicks on organic search. Google further emphasizes that for companies who do paid ads, 50% of the clicks on paid ads do not replace the clicks on organic results before they invested in paid ads. It, therefore, means that if you use both PPC and SEO together, you get double conversion rates from both digital marketing strategies.
Again, when you dominate SERPs, prospects view you as a thought leader in your industry. It is, therefore, vital for you to think of dominating the search pages with both PPC and SEO approaches, as they not only increase your traffic and conversion rates but also grow your reputation in the market you serve.
2. Share keyword data
When you use both PPC and SEO together, you will have a lot of keyword data to analyze. You are therefore able to find the keywords with the top conversion rates from the vast pool of keyword data. Once you have obtained the best performing keywords, you can now choose which ones will work better for organic and paid ads. With analytics, you can determine which keywords can be used to improve your overall digital marketing campaign.
3. Use high converting PPC ad copy to inform your organic content marketing strategy
In most cases, copy that works for PPC also works for SEO. You can, therefore, use your top performing PPC ad copy to know how to title your blogs, meta-descriptions and page content to improve your page rankings. By leveraging on PPC ad copy, you will know what will work for your SEO campaigns immediately as opposed to testing meta-descriptions, title tags, and page content.
4. Increase social media visibility
Social media marketing is continually changing, one of the surest ways of ensuring social media marketing success is maintaining visibility. With social media platforms like Facebook, YouTube, Instagram, LinkedIn you can create ads that target specific people. The information from these campaigns is so refined that it can be used to refine your SEO strategies and boost your social media visibility for your brand.
5. Combat negative publicity
Businesses are prone to negative publicity. Using both paid ads and SEO can help you inhibit the reach of negative publicity. The primary objective of using PPC and SEO to control damage caused by negative PR is to improve your visibility. A good example is when during the Gulf oil spill, BP paid for ads to control the search results for the term ‘Oil Spill.’ During that time anyone who searched for the term first landed on an ad by BP that directed them to a page on BP’s website that addressed the cleanup process. With PPC and SEO you can control the results for specific search terms; hence you can tell your side of the story.
It is clear that, individually, PPC and SEO approaches to digital marketing are great ways to improve viewership and increase conversion rates. However, combining these two approaches enriches your content marketing, builds your reputation, and enhances your visibility on SERPs. If you’re interested in learning more about the SEO or PPC services at Scott McKellam, please contact us or email us at [email protected].