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The marketing environment is becoming more and more competitive each day; with the advent of AI, the arena is only getting fiercer. Businesses are in a situation where they have to reinvent themselves each day to stay relevant in the market. As the stakes are higher than ever, and both customers and businesses expect immediate results for their efforts.
We all know SEO takes time and a lot of effort. It takes around 3 months to build a strong SEO foundation, 6 months to see more noticeable traffic, and over a year for lasting results, but what can businesses do in the meantime? This is where PPC ads come in as a lifesaver. They can be a great addition to your SEO strategy, as they can quickly drive traffic and leads, with precise control over how much you spend and measurable results.
This article explores how SEO and PPC work together to boost immediate traffic while still focusing on long-term organic growth.
PPC stands for pay-per-click advertising, which is a type of digital marketing strategy where marketers pay a fee every time someone clicks on their ads. According to the Google Economic Impact Report, On average, businesses earn $2 for every $1 spent. Hiring an SEO PPC agency can help you work on both.
Let’s discuss how PPC works:
SEO is an essential part of today’s marketing mix because most users begin their online journey with search engines, and 75% of users never go past the first page of results.
SEO, or Search Engine Optimization, refers to the process of improving your website’s visibility in organic search results, instead of ranking on top by spending money on PPC ads. Ranking on organic search results is a deliberate process that requires a lot of time, effort, and patience.
Search engine optimization is done by creating high-quality content with relevant, competitive keywords, link building, and making your site more search-engine friendly, thereby helping your site rank higher in search results and making it easier for people to find the product, service, or information they are looking for.
As we discussed earlier, SEO is for long-term authority on search engines, while PPC ads work great for giving your business instant visibility. Using both PPC strategies and SEO together gives you the opportunity to dominate search engine results.
When you combine PPC strategies with SEO data, it can help you increase your dominance in search engine results pages. If you use both SEO and PPC strategies correctly, your business could appear in both first and second positions in search results through paid ads and organic results and thus maximize your exposure.
According to studies on PPC data, it is said that combining SEO and PPC campaigns can improve your click-through rate significantly more than focusing on paid search alone, as people are more likely to click on your ad copy if it appears twice in the search engine results.
Running PPC ads or Google Ads and planning PPC campaigns can help you get real-time insights into relevant keywords used by your target audience.
It can help you immensely in your keyword research by finding high-performing keywords and help you optimize your landing pages and SEO content. This keyword research directly informs your SEO strategy, improves your PPC campaigns, and enhances your organic search rankings.
Combining both SEO and PPC strategies offers you better insights through Google Analytics and the Google Search Console platforms. You can learn more about your keyword relevance, keyword performance, and how users search for information on search engines through your PPC campaigns.
Integrating SEO and PPC strategies can significantly increase your business revenue because it helps you target keywords at every stage of the marketing funnel, thereby giving your business a chance to reach a broad range of audiences. You can also leverage SEO, PPC keywords, and other paid advertising strategies to reduce wasted money on irrelevant ads.
We know that ranking organically through SEO efforts takes time, while PPC campaigns could deliver instant traffic from our previous sections. By using combined SEO and PPC efforts, businesses can balance short-term and long-term goals in their marketing strategies and maximize SEO performance, traffic, and organic rankings.
Online marketing doesn’t solely depend on one thing or the other; it takes a combination of several factors along with consistency and effort to produce results you wish.
Using just PPC ads or Google Ads for online visibility is not sustainable in the long run and depending only on your SEO efforts solely to bring you traffic isn’t helpful either. You need a comprehensive marketing strategy that focuses on PPC integration with optimized landing pages for sustainable website traffic.
Let’s talk about how SEO and PPC efforts can work together to increase targeted traffic:
Paid search ads are highly useful for informing your keyword strategies. Using PPC advertising alone as your digital marketing strategy is not sustainable and can significantly affect your marketing budget, as not all keywords cost the same.
Some keywords are too expensive to target using PPC advertising alone; hence, you need to implement SEO campaigns that can help you rank for competitive keywords while your paid search ads help you secure search traffic.
Your organic traffic data reveals what your audience are searching for and what they engage with the most. Combining SEO and PPC strategies helps you include these high-performing keywords in your PPC ad copy and helps you increase your conversion rate and website traffic.
Further, when a business has both a top-ranked organic listing and a prominent paid ad for the same keyword, it occupies more space on the search results page, making the brand more visible and increasing opportunities for clicks.
You can use your SEO data to identify target keywords that boost your organic search visibility and improve your SEO content. You can test your ad copy by using different PPC keywords to identify what works, what doesn’t and what resonates the most with your audience. Thus, combining SEO and ppc strategies can help you leverage data and improve both paid advertising and organic rankings.
SEO focuses on awareness and organic search visibility, while PPC aims to capture users who are searching for your product or service and are ready to make a purchase.
Someone who is just searching for a query about “which umbrella works best for backpacking” may not be ready to make a purchase yet but someone searching for “buy lightweight umbrella online” is definitely ready to make a purchase.
In such a scenario, your digital marketing strategy should focus on targeting the first keyword through SEO efforts and the second keyword with more chances to convert through PPC. Using both SEO and PPC ensures you address the needs of the user at every stage of the marketing funnel.
Keyword data from PPC platforms like Google ads and microsoft advertising can be used to refine your keyword strategies. Let’s say you are optimizing your keywords for the search term “yellow socks for girls,” but you might notice that “yellow striped socks for women” gets more clicks.
You can optimize your PPC landing pages with such highly relevant keywords, which can help you with your conversion rate as people find exactly what they are looking for and also improve organic search traffic. Further, you can adjust strategies using google analytics adata and if your PPC campaigns underperform, you can shift spending towards organic efforts.
All PPC platforms like Google Ads and Bing Ads allow retargeting. Let’s take the previous umbrella example. If someone is searching online for “lightweight umbrellas,” clicks your ad, but does not make a purchase, you can target them again through pay-per-click retargeting campaigns.
You can conduct A/B tests on PPC landing pages to experiment with different headlines, calls to action (CTAs), and content options. The most effective ads and keywords identified in these tests, like the socks example, can then be applied to your SEO landing pages to improve organic performance and user engagement.
PPC is helpful for quick decision-making, as it provides immediate feedback on user behavior and messaging effectiveness, which is crucial for refining your SEO strategy. With this rapid data you can reduce the trial-and-error period SEO commonly needs for optimization.
Let’s take the umbrella example again. If you are an umbrella seller, you got the chance to know that users value lightweight umbrellas over heavier ones, and many of them take their umbrellas with them while backpacking just by the keywords they used (“which umbrella works best for backpacking” and “buy lightweight umbrella online”).
Such insight into user behavior can be an invaluable asset to your digital marketing strategy and help you understand how your audience uses keywords over time and which content they find valuable, highlighting your audience’s evolving interests and long-term needs, in turn helping you sell your products better.
Let’s imagine you are selling hats online and you have written loads of content about blue hats and how well they go with certain outfits, but your users are searching for “blue denim hats” online. You are missing out on a huge opportunity for sale here.
Combining SEO and PPC helps you identify and fill such gaps and make sure you don’t miss out and helps you to create new content for both organic and paid efforts. Further, data from one channel can be directly applied to the other, allowing you to target more accurately in both SEO and PPC.
The challenges of using PPC and SEO together often come from poor internal communication and lack of coordination between teams, leading to wasted budget and missed opportunities for strategic alignment, such as failing to leverage PPC to test keywords for SEO or failing to support organic performance.
Here are some specific challenges when integrating PPC and SEO:
Businesses that partner with an experienced team like WYTLABS for e-commerce marketing services can overcome these challenges.
PPC and SEO are not competitors; they are complementary forces that can work together to produce incredible results for your business. While PPC delivers immediate traffic and conversions, SEO work focuses on long-term organic search rankings and credibility. By combining SEO and PPC efforts, businesses can maximize visibility in search results, capture more traffic, and build sustainable growth.
If you’re looking for expert guidance, WYTLABS offers ecommerce SEO services and ecommerce PPC services to help your business succeed.
