Using SEO to get the best from PPC

More often than not we find that Search Engine Optimisation (SEO) and Pay Per Click (PPC) advertising are viewed as separate strategies. With the age-old question of which one is best? Well like pretty much every SEO question, the answer is WELL IT DEPENDS... But what we can comfortably say is that both are the most effective strategic approach, particularly if we start with SEO before turning any focus towards PPC. Let us explore how SEO benefits PPC campaigns, creating a dynamic synergy that maximises visibility, boosts click-through rates, and drives conversions.

19 Feb 2024

By Rhys

Writen by Rhys

Enhanced Keyword Research

One of the primary ways SEO benefits PPC is through enhanced keyword research. SEO requires thorough keyword analysis to optimise website content for organic search rankings. This same keyword research can also inform PPC campaigns, helping advertisers identify high-performing keywords with strong search intent. By leveraging SEO insights, PPC advertisers can create targeted ads that resonate with their audience, resulting in higher click-through rates and improved ad relevance.

Improved Quality Score

Quality Score continues to be a crucial metric in PPC advertising, as it directly impacts ad placement and cost per click (CPC). Factors such as ad relevance, landing page experience, and expected click-through rate contribute to a campaign's Quality Score. SEO plays a vital role in improving these factors by optimising website content, ensuring relevance between ads and landing pages, and enhancing user experience. As a result, PPC campaigns supported by SEO tend to achieve higher Quality Scores, leading to better ad positions and lower CPC.

Increased Brand Visibility

SEO efforts are aimed at improving a website's visibility in organic search results. By optimising website content and earning high-quality backlinks, businesses can increase their online presence and brand visibility. This enhanced visibility extends to PPC campaigns as well, as users are more likely to click on ads from brands they recognise or have seen in organic search results. Combining SEO and PPC allows businesses to dominate the search engine results page (SERP), maximising brand exposure and driving traffic from multiple channels.

Data Sharing and Insights

Both strategies rely on data analysis to measure performance, identify trends, and optimise campaigns for better results. By integrating SEO and PPC data, marketers gain a more comprehensive understanding of user behaviour, search trends, and conversion patterns. This shared data allows for more informed decision-making, enabling marketers to allocate budgets more effectively, refine targeting strategies, and tailor messaging to specific audience segments.

Remarketing Opportunities

SEO-driven traffic provides ample remarketing opportunities for PPC campaigns. Visitors who discover a website through organic search may not convert immediately but could be interested prospects for future remarketing efforts. By implementing tracking pixels and audience segmentation strategies, businesses can retarget these users with personalised PPC ads, reminding them of products or services they previously viewed. This coordinated approach keeps the brand top-of-mind and increases the likelihood of conversion over time.

Long-Term Sustainability

While PPC advertising offers immediate results, it can be costly, especially for competitive keywords. SEO, on the other hand, provides long-term sustainability by improving organic rankings and driving consistent, targeted traffic over time. By investing in SEO alongside PPC, businesses can reduce their reliance on paid advertising and establish a strong organic presence that continues to generate leads and sales in the long run. This balanced approach ensures a steady stream of traffic while mitigating the risk of over-reliance on paid channels.

Competitive Advantage

In today's competitive digital landscape, businesses must leverage every advantage to stay ahead of the competition. Integrating SEO with PPC provides a significant competitive advantage by maximising visibility, driving qualified traffic, and optimising marketing spend. Businesses that effectively combine these strategies can outperform competitors in both organic and paid search results, capturing market share and establishing themselves as industry leaders.

The relationship between SEO and PPC is symbiotic, with each strategy complementing and reinforcing the other. By harnessing the power of SEO to inform PPC campaigns, businesses can achieve greater visibility, higher quality scores, and improved conversion rates.

If you are looking to discuss what the best strategy is for your business then give Lewis a call today, and let FUZE Agency help you!

📲 01206 803 999 /