If you are running both channels and your SEO team is not communicating with the PPC side you could be missing out on some excellent opportunities. So it is time to explain how SEO and PPC work together and to help each other in driving quality traffic to your website and increase conversion to the highest rate possible.
There are several cases these two digital marketing channels can contribute each other for maximum efficiency. SEO and PPC may be separate marketing channels with unique roles and purposes, but they both play for the same team.
Not necessarily you should use all the tips listed below, however you might need them if they are aligning with your digital marketing strategy.
So let’s see how SEO and PPC can help one another:
More insightful data by sharing keywords
If there are already running Google ads search campaigns, PPC can share search terms report for campaign or ad group with SEO.
The search terms report is a list of search terms that people have used, and that resulted in your ad being shown and clicked.
So, in this case you can determine which PPC keywords have the highest conversion rate, and use that information to optimize your overall keyword strategy. The paid search team will have a lot of current keyword data. That is real keyword data, not tool guesstimates. Working with B2B businesses especially, there are often much lower keyword volumes coming up during the keyword research phase, if any at all. At times like these the SEO team can utilise the keyword data from paid to make optimisation decisions.
When you started to do keyword research for a new project to launch for both channels, PPC can use SEO keywords data. What i know from my own experiences, since PPC usually uses only Google ads keyword planner, SEO uses many different sources and tools to get long-tall and short-tail keyword data. So, in order to not miss any keyword opportunity, PPC can ask detailed keyword research data from SEO side.
Adjust your organic content strategy by using PPC ad copys
What works for PPC often works for SEO. By determining which PPC ads result in the most conversions and CTR, you will have a good idea how to create title tags, meta descriptions and page content for the pages that you want to rank organically. The benefit of using PPC ads to test page attributes is the immediacy of the results. You will know pretty quickly what works and what does not, while organically testing titles and metas can take a long time.
Bid on negative PR keywords for your brands
If a user searches negative queries about your brand, you can bid on those keywords and control your brand message. The principle is similar to the first point in this list: visibility. You can guide the conversation more effectively if you control the SEO and PPC results for a certain term. For example, if someone searches “x brands complaints” you can bid on this keyword, and land the user your testimonial web page which you already have reviews from users who had good experiences with your product or service. So when a user searches for this specific term, they will see your ads first on search results.
Click through rate
Most clicks come from familiarity. If a user is familiar with you and your brand, they are more likely to click through. A user might not click on the first PPC result, but they are much more likely to click on your organic link if they see a paid result along with it; it boosts your credibility and trustworthiness. In fact, it is widely held that if you own the top organic and paid positions for a given keyword, you will easily outperform either positions on their own. In this way, combining both SEO and PPC strategies for your most competitive keywords will increase both your click through rate as well as your conversion rate.
Social media visibility
The social media landscape is changing dramatically, and part of that change has been the emergence of highly targeted advertising opportunities. Sites like Facebook, LinkedIn and YouTube can serve up ads targeted to incredibly specific groups of people. Using Facebook user profile information, it is possible to show an ad only to 27 year olds living in Vilnius who are interested in bicycles and history. It may be a small group, but it's precise. The data that you collect from these campaigns may uncover granular details about your target audience, and help refine your overall SEO strategy.
Boost newly created pages with PPC
SEO relies largely on content. It is what drives traffic, links, and domain authority. But for that to work, you need people to read, share, and link to your content.
PPC is an easy way to promote your content to a large audience who would never see it otherwise. It is also cost-efficient since you are bidding on different types of keywords than conversion-based campaigns.
The best part about paid promotion is that you get to choose who to show your content to. With Google, you can target audiences based on browsing activity. Social networks let you target specific job titles or interests.
Larry Kim, founder of Wordstream, runs PPC ads on Twitter and Facebook targeting influencers.
On Twitter, he imports a custom list of influencers
On Facebook, he targets audience by specific job titles:
This helps him get his content in front of reporters, bloggers, and industry influencers quickly, increasing the chances of his content getting picked up by popular blogs and websites.
It’s a shortcut to link building. Instead of sending tons of emails to get influencers to read and share your content, use ads to show them content.
If your content is good – which it should be – influencers will read and share with their audiences, driving traffic and links – both of which boost your domain authority for better SEO.
Use PPC as a testing tool
One of the biggest disadvantages of SEO is time. All the new content you write, optimizations you make, and backlinks you build will not work right away. With PPC, on the other hand, you can bid on a new keyword or tweak ad copy, push it live, and get data five minutes later.
For example, with the help of Google ads you can see:
- Which keywords are driving the most clicks?
- Which pages and keywords have better quality score?
- What are the bounce rates, exit rates, and time on page?
These numbers all tell you different things about how your audience reacted to your content. Do “how to” pieces drive more clicks than listicles? Do people leave your latest tutorial without reading the whole thing? That tells you how your content will perform with organic visitors, how strong your headline is, etc., and you can adjust your content accordingly.
Data from PPC side
One spot where PPC definitely has SEO beat is in the measurability of all aspects of the campaign. You have your bids, your cost-per-click, your cost-per-conversion, and your cost-per-conversion for a given keyword. This means you are able to quickly see which keywords have the highest conversion rate, and then optimize your site to organically rank for those terms. It’s not viable to have a high ranking organic result if you are not converting; PPC only helps you see which terms you should absolutely be optimizing for, the rest is up to you.
SEOs should share any inventory management issues with the PPC team
Certain CMS can cause inventory management issues since they are designed to manage stock, and don’t always consider the implications this might have on digital marketing efforts. Having a page disappear from the index, or an ad-group fall off because of a missing landing page, could have a significant impact on both teams’ campaigns.
Landing page experience
Quality Score is Google's rating of the quality and relevance of both your keywords and PPC ads. There are three aspects of quality score:
- Expected clickthrough rate
- Ad relevance
- Landing page experience
Landing page experience estimates how relevant and useful your landing page is to people who click your ad. It takes into account factors such as how well your landing page content matches a person’s search term, and how easy it is for people to navigate your page.
So if your landing page performs poorly for the quality score, you can ask help from SEO and optimize landing page with more related content by sharing your relevant keywords with them. If you be able to increase your landing page experience, you will reduce your CPC, increase your conversion rate and also will have better user experience.
DSA campaign can make a difference with the help of SEO
DSA (Dynamic Search Ads) is an ad campaign that you put into place that automatically optimizes your paid search ads based on Google’s SEO index. You basically feed Google ads with the pages of your site that you want to show ads for. Then Google uses its SEO index to decide on the best keywords, landing pages, and ad titles that are pulled and optimized directly from your site.
SEO and Google ads DSA work symbiotically: when your referencing is optimized, your DSA will work better and vice versa. So, it is more likely to get best results if on-page SEO (title, headline, meta keywords and url structure) is perfectly optimized by SEO.
SEO and PPC should share their knowledge, especially since they both share the same advertising space: the SERP. A lack of communication could lead to subpar results for both channels. There is a bigger picture than paid or organic KPIs, which are the business KPIs the search campaigns are being built to bolster. If a joint strategy can have channels complementing each other, this will always be the best result for spend.