By now, you’ve likely heard about search engine optimization (SEO) and pay-per-click (PPC) digital advertising. But, did you know, that when you use these strategies together you can bring in more sales?
We’re talking about marketing tactics united to create an even more impactful ROI.
In case you need a refresher on SEO, read this article, or this one, or this one. PPC refers to strategically created and placed paid ads (which feature paid keywords) around the internet designed to draw viewers toward a landing page—and ad owners pay each time a user clicks on the ad.
For the purpose of this article, though, we’re going to focus on the ads you see at the top of the search results in your favorite search engine or on Facebook.
Making the Most of Your Digital Advertising
Both SEO and PPC are crucial for marketing success, and a lot of effort has been spent on discussing the importance of each. That left us wondering: How often do you hear about how SEO and PPC marketing tactics work together to pack a one-two punch that helps you achieve your goals?
6 Things SEO and PPC Have in Common
You’re probably asking: “How can I do what COMPANY X did above?” That’s why we’re here and what we help our clients achieve. Take a look at some of the methods we used to help our solar client with both SEO and PPC.
SEO and PPC may have different methodologies behind them, but they actually have a lot in common. Here’s a short list of commonalities between these two marketing tactics:
1. Both SEO and PPC work to bring people toward a website.
SEO accomplishes this through keyword optimization, new text, and soft selling. PPC brings people in through visual ads, engaging text, and unbeatable offers.
2. SEO and PPC are both about engagement.
All the marketing budget in the world won’t help you if your content isn’t engaging and doesn’t address the pain point of the visitor. The more worthwhile content you create, and the better content you provide in your digital ads, the better your overall engagement will be (and the higher the traffic to your important web pages!).
3. You improve your search ranking through both SEO and PPC.
Though PPC does not directly impact search ranking, good PPC campaigns include SEO-rich content on landing pages. Those landing pages help with search engine ranking.
4. The marketing tactics that go into good SEO also go into good PPC.
Strong SEO campaigns involve keyword research, properly created written content, engaging images, strong links to useful content, and paying attention to how users are interacting with creative work. PPC includes all of the same, just applied to a platform for paid advertising instead of websites and blogs.
5. Both SEO and PPC require monitoring.
Like most things in life, nothing worth having comes easy. Both SEO and PPC campaigns need to be monitored for effectiveness, tweaked when things get stale, and researched for best practices.
6. SEO and PPC marketing tactics require nuanced expertise.
Though PPC is more intricate than SEO, both require an understanding and passion for detail in order to be most effective. Rules and what works best change constantly in each and having the time, effort and patience to follow best practice trends are extremely important for continued success.
Can you see how marketing tactics united can positively impact your sales and traffic?
How PPC Quick Starts SEO Efforts
In case you didn’t catch it in the list above, PPC marketing tactics actually jump start SEO efforts. PPC can be used to advertise specific content pieces like white papers and blog posts, seminars, webinars, online surveys, newsletter signups, and more.
Advertising these items brings visitors to specially designed landing pages, helps them engage with content and allows them the opportunity to work their way through your website. The more traffic sent to a website, and the more of that traffic that spends time exploring, reading, sharing, and converting within your website, the better.
In fact, PPC can help a brand new SEO campaign get off the ground, and that will be huge for your company’s bottom line.
Do you want to use the strategies above to help your business? We help businesses use a combination of SEO and paid advertising to generate results they would not be able to get with just one method. Let us help you see the great impact of marketing tactics united.
Contact us today and we’ll set up a free 30-minute consultation to talk about your current marketing needs. Click on the button below and set up a time for a 30-minute strategy session.
Maciej Godlewski is the President of digital marketing agency Fired Up Digital, Inc. Maciej writes on digital marketing strategies for the renewable energy, solar power, and the clean tech industries.