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PPC & SEO – A match made in digital marketing heaven

by Nadine Head | 05.02.2021

When considering your brand’s marketing strategy, which do you choose: Pay-Per-Click (PPC) or Search Engine Optimisation (SEO)? We recommend using both and making sure they are working together in harmony to market your brand in the strongest way possible.

Whether you’re managing your marketing strategy in-house or working with a digital marketing agency, having a plan of how to merge these channels together will set you up for fantastic results in the long run. But how do you go about doing this?

Optimising Landing Pages

Before PPC activity can go ahead, you will want to make sure that your brand or client’s website and landing pages are optimised to work in the best way for the user. PPC ads will be sending potential customers through to your landing pages so you will want to make sure that the site has engaging content, packed with relevant information and has an easy journey for the user to convert.

This is where your fantastic SEO team will come in. They will be able to review the current landing pages and make any recommendations that they feel would make the user journey the best possible. On top of the content and conversion goal, the SEO team will also be able to determine whether your site is 100% Mobile-Friendly and if there are any technical issues (e.g. page speed or broken pages)

When landing pages have been optimised and any changes made, this is where your fantastic PPC team will come in. Using the amazing content from your brand’s/client’s site you will be able to build strong PPC ads, using headlines and descriptions lines that give users information and entice them to click through to your website. And because your website has strong content and your PPC ads are using this content, quality score will increase.

Keyword Research & Performance

SEO and PPC teams can work together to find organic keywords that could potentially benefit from PPC support.  If there are any terms that are showing to be struggling with organic ranking when SEO reporting, the PPC team can assist by bidding more on these terms or by adding more variations of the keyword to make sure that there is full coverage.

Reviewing performance monthly and providing updates to each team will enable performance to continue achieving strong results. This is an important step as search trends and user activity is constantly changing every month.

Additionally, weekly Search Query Reports carried out by your PPC teams can inform the SEO team on which keywords make up the focus of each of their campaigns. This can also support activity by implementing Exact match variations of BMM keywords that are already in the account – which can save PPC budget in the long run.

Boosting Visibility

You will of course want your brand’s/client’s SEO and PPC activity to take up as much space on the search engine results page as possible. In doing so, it will increase the chance of users clicking through to your site and potentially converting. You can achieve this by making sure your brand organic rankings are high, and by making sure you are bidding efficiently on PPC. Keeping an eye on auction insights to make sure competitors are not bidding on your brand terms helps you stay competitive.

When considering your marketing strategy, we would always recommend using both SEO and PPC and making sure that they work together to gain the best results possible.