If your SEO and PPC teams exist in two different worlds, it’s time to change that. Did you know that they can work together as your marketing tool? Well, now you know.
The usual comments are: “PPC is too hard to handle”, and “SEO is too slow.” When there two teams collaborate, you’ll be surprised of the outcome that neither the SEO nor PPC teams can achieve on their own
PPC is one of SEO’s powerful tools, here are 3 ways to thrive in “both” SEO and PPC.
- Optimize your landing pages to get the best of both SEO and PPC Benefits
Spending money on paid ads without running efficient landing page tests could lead to a bad investment, instead of a good one. The benefits of optimizing your landing pages are obvious. You don’t burn precious marketing dollars on ineffective content experience.
Say, for example, a shopper searches for your brand or product name, clicks on your PPC ad, stays for a minute, and then exits the page. Days later, they search for guides to help them choose a solution, which leads them to an educational piece of content you produced on that same topic.
As they click around, browse, and scroll through the online listings, your brand is on their radar. They get used to your tone, visuals, and messaging. If they liked what they saw through your PPC ads, they’ll look for your name in a sea of organic listings the next time — and vice versa.
In brand marketing, what gets repeated gets remembered, and “what gets remembered, gets done.”
- Use Audience Insights to Test and Clarify Messaging
Another Key Benefit of PPC is testing ads against different demographics and interests. You can analyze the specifics such as:
- Age Group
- Gender
- Income
- Location
- Lifestyle
The greatest benefit of audience targeting is that you can test brand and product-specific messages against various demographics and interest groups. Some companies claim they’ve mastered the art of personalization based on the website traffic segment visiting the page, but I have yet to see one company do this excellently.
- SEO + PPC = Search Marketing Glory
When you break down your SEO and PPC silos, you’ll unlock a world of opportunities. It’s not about SEO vs. PPC anymore, it’s about crafting an approach to search marketing, increasing your competitive advantage across the best performing marketing channels and reaching your target market when and how they are looking for you.
