5 Unexpected Ways PPC and SEO Shape Marketing

How Much Does Content marketing CostIt’s no secret that pay-per-click advertising relies on search engine optimization. Most PPC advertising goes through Google AdWords, which means you need to cater to Google’s search engine algorithm to get your ads seen by the right people. PPC marketing and SEO go hand-in-hand and focusing on both can make your campaign great. Here are just some of the ways your PPC marketing campaign is influenced by your website’s SEO.

PPC Tools are Great for Keyword Research

There are several free-to-use pay-per-click tools designed to help marketers choose which keywords to target in their campaign. This data can easily be reverse-engineered, showing people which keywords have high volume and how relevant they are to their business. They can then integrate these keywords into their website to create a highly-targeted campaign.

PPC tools can also help you discover new keywords for your website. Most tools, such as the ones offered by Google AdWords, suggest keywords related to the one you typed in. Finding long tail keywords with these search results can lead to ideas that inspire highly-targeted, relevant blog posts.

Synchronizing PPC and SEO Improves Organic Traffic

Once your website starts to rank in your selected keywords, your organic traffic will grow. You will change your keywords to match your PPC campaign, based on which words bring you the highest number of quality clicks. This helps you to pull in traffic from organic searches, rather than simply relying on PPC traffic. By combining both tactics, you are maximizing the traffic to your website.

While most websites don’t include META keywords anymore, having your META keywords match your PPC terms can impact your ranking. Including these terms in your description, URL, title, header and once or twice in the body of your text is an easy way to up your ranking and gain traffic.

If you aren’t sure which keywords will work best for your site, a PPC advertising campaign can help. Simply test multiple keywords and monitor the results. Then, change the keywords on your website to match the PPC ad campaign that was the most successful.

Improved Visibility for Individual Products and Services

Google has included many innovative features into AdWords, and other PPC companies are likely to follow suit. One of the best things that Google has included is the ability to link individual product pages to a PPC ad campaign, rather than only linking a home page. This allows businesses to prominently display their products, rather than relying on a single link. Formatting ads in this way also helps to better target traffic and boost sales.

Because of the wide variety of PPC options available, ecommerce sites now have several ways to rope in paid traffic. By optimizing each page and giving it a personalized PPC advertising campaign, businesses can easily find people who are eager to buy.

Improved Brand Image

Visibility is the key to combating negative PR. Combined PPC and SEO efforts can help greatly improve visibility, allowing you to bury negativity into the search results. Write a page about the positive features of your product or how your company is fixing a problem. After optimizing the page, invest in PPC advertising based on the negative keyword. This technique allows you to call attention to the positive aspects of your company, rather than leaving everything to chance.

The keywords a business uses for SEO purposes can shape their brand. It isn’t just about categorization. It is about being in the right place at the right time. This helps you properly manage your image, even if you are using social media-based pay-per-click programs.

PPC and SEO Change Social Media Marketing

While pay-per-click advertising is usually thought of as a way to stand out in search results, there are actually several forms of PPC marketing. Social media is a prime example, as many networks are using their user-collected data to show highly-targeted ads to their users. In order to ensure the network is displaying relevant ads to their users, it might rely on the website’s keywords.

In fact, social media in general changed the game when it comes to PPC advertising. Not only are businesses able to increase their visibility to a more finely tuned audience, they are able to gather more insight into their potential customers. Comments, for example, can help drive a PPC campaign and assist the advertiser in finding a market that is ready to buy.

When a business combines SEO, PPC and social media, they are able to develop a great all-around campaign. These three avenues target the majority of online users, giving businesses a steady stream of traffic from multiple sources.

 

Create an Amazing Advertising Campaign

By investing in both pay-per-click advertising and search engine optimization, businesses can create a truly powerful campaign. Not only will they be able to increase visibility and improve their brand’s image, they will be able to get finely-targeted traffic to their website.

Taking advantage of pay-per-click advertising tools has never been easier. There are plenty of free and paid services that help businesses develop well-rounded advertising campaigns. The wide variety of tools help make it easy for any business to jump into advertising, rather than having to take time to learn technical skills.

Start getting the most out of your keywords and your advertising campaign. The right PPC marketing strategy can easily transform your business. To learn more about online marketing and the importance of SEO, please contact us today.

Mike Templeman

About Mike Templeman

Mike Templeman is the CEO and Founder of Foxtail Marketing. He is passionate about tech, marketing and startups. When not tapping away at his keyboard, he can be found spending time with his wife and kids. He is also Canadian… or more importantly, he is Canadian.

Foxtail Marketing is a digital marketing firm that provides content marketing, digital marketing, and lead generation services for small and mid-market companies.

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