The digital marketing arena is only becoming more and more competitive as more businesses realise the power of marketing online. And with competition comes the need to invest in better, smarter marketing campaigns. So when it comes to choosing the right campaign for your business, which one is right for you – Search Engine Optimisation (SEO) or Pay-Per-Click (PPC)?
You can ask Google or the real experts – the answer is always both! When it comes down to it, it’s never about taking one way over the other. Having an integrated SEO and PPC campaign will always win.
As the proven and trusted experts in all things digital marketing, here at Pure SEO we break down the different ways you can use both SEO and PPC to your advantage.
Keyword Data Research
Keyword research continues to be an important tool in both SEO and PPC strategies. To perform adequate keyword research for optimising content, the AdWords Keywords Planner plays an important role. It provides accurate data in real time that you can narrow down into specific geographic regions, devices, and even time of day.
Keyword ideas, as well as keyword volumes, allow you plan and organise your campaigns accordingly.
Expensive CPC Keywords? Use SEO
Some keywords will have higher cost-per-click than others for many different reasons, so it may not be realistic to target these in your PPC campaigns. This is where SEO comes in.
You can include high-cost keywords into your SEO content. This content can act as a cost-effective pillar for your online success, helping you build long-term momentum that doesn’t require you to sacrifice an arm or a leg every time someone clicks on your ad.
Test Ad Copy and Understand Search Intent
PPC allows you to test ad copy and landing pages as much as you want, and you can use this for SEO as well. Being able to test your messaging will actually allow you to figure out deeper search intent.
What types of ad copy or messaging is working? Is your CTA emotional, or goal-oriented? Is it witty, or more straight-laced? You can adopt the copy style from your ads into your SEO content so you can perfectly fit searcher intent.
Retarget your Organic Visitors
It’s happened to all of us before, when we’ve visited a site, thought to purchase an item or service, and then simply decided to leave it for next time. The next thing you know, you’re seeing ads for that website everywhere – whether that’s Google, YouTube, Facebook, or even Instagram!
There are many retargeting campaigns available for you to try, such as regular display targeting. This will help you bring back organic visitors and might just let you figure out why they bounced away in the first place.
Online marketing is an ever-evolving industry that requires a more holistic approach to help ensure both short-term and long-term success. This is why SEO and PPC should work hand-in-hand together to help you get the best online marketing results.
For more useful tips on generating improving your online presence, don’t forget to download our free guide below!
Rachel is a Filipino Kiwi with a passion for the arts. Having graduated with an Arts Degree in English from UoA, she found writing work at PureSEO as a Junior Copywriter and quickly moved on to the role of Editor. In her spare time, she reads Austen and teaches dance classes in the weekend.
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