Search engine optimization (SEO) and pay-per-click advertising are often thought of as individual and separate marketing strategies, but they can be used together to achieve powerful marketing results. By optimizing your website for SEO and targeting the right keywords with PPC, you can reach a large audience and generate many leads. Here’s how to make it happen with help from a premier digital marketing agency.
They’re More Alike Than You Think
While both strategies have their own unique benefits, they are quite similar. Both SEO and PPC focus on targeting a specific audience with relevant content. In search engine results pages, your website will be ranked based on how well it ranks for specific keywords and relevance. If you want your website to appear first for a certain keyword, you’ll need to optimize your website for that keyword. Likewise, if you want to target a certain audience with PPC, you’ll need to select keywords that resonate with your target market.
Sharing Tools and Keyword Planning
Since your ad campaigns and SEO content will be working side by side, it’s important to share the same resources and have a unified understanding of what works best. For example, you’ll need to use the same keyword research tools like Google’s Keyword Planner or Ahrefs to identify the best keywords for your campaign and your website. You should also use the same type of messaging, as well as the same targeting methods (such as demographical information, geography, etc.).
Complementary Retargeting
PPC is great at getting customers to your site and paying attention. However, when it comes to bringing them back if they don’t convert the first time, retargeting is the way to get a second kick at the can so to speak. PPC allows you to retarget users who have visited your website but haven’t yet converted. By retargeting, you can continue reaching your target audience even after they’ve left your site. This can be very effective at driving leads and closing sales in the long run for customers that need more convincing.
Financially Sound Marketing
Maximizing ROI on your PPC campaigns can be difficult if you want to safeguard and allocate financial resources with precision. Paying for ads for every campaign can also be extremely costly. In many cases though, it won’t be necessary to create and pay for new ads if you’re already dominating the SERPs organically. You only need to take a top spot for an organic listing or paid ad, so if you have one, there’s no need for the other and no need to spend additional marketing dollars.
These two strategies work well together because they both reach the same target audiences in complementary ways. SEO helps you rank higher in the search engine results pages, which results in more people visiting your website. PPC then allows you to target those visitors and convert them into leads and customers. By combining these two strategies, you can reach a wider audience and generate exponentially more leads and sales.
Create a Holistic PPC and SEO Marketing Strategy with a Digital Marketing Expert Like WSI
Ready to take your marketing to the next level? A digital marketing agency like WSI can help you create a holistic PPC and SEO marketing strategy that will help you reach your business goals. Combine our expertise with PPC and SEO campaigns and you’ll be on your way to reaching your marketing and sales goals. Contact us today to book a consultation.
