Web-referencing (SEO) and pay-per-click (PPC) optimization tools in their web traffic toolbox, but rarely use both together. They argue either that search engine optimization alone will generate benefits and long-term traffic, or that PPC can deliver impressive results in a very short time.
But can they work together?
Similar to SEO web SEO, PPC can increase the performance of quality content as your team has invested time and money in creating traffic, generating traffic, generating leads, increasing sales, improving online visibility and optimizing the views.
The advantage of combining PPC strategies and SEO web SEO strategies is that it is possible to improve the quality of your content. This allows you to determine what works and what does not work sooner – for example, which language resonates best with current and potential customers.
Instead of giving up the PPC for SEO, use it to improve your content marketing strategy and your performance with these four tactics.
4 tactics to use web referencing and CPP together for better results
Use PPC ads to inform the content strategy
Most likely, your marketing and content team has developed a detailed keyword strategy for your blog and page content, based on keywords that are relevant to your product and your industry or customer base.
However, by using only SEO web SEO, you limit yourself to a slow process of trial and error to determine the targeted keywords that lead to conversions. Not only does it take a lot of time and manpower, but it can also spoil chances to get in contact with key customers where they spend the most time: social and research. PPC allows you to be in direct contact with customers on these channels, giving you access to a faster and more responsive testing standard for keywords.
In fact, Americans spend nearly 2.5 hours a day on social media sites where they see dozens of ads aimed at their own interests and those of their friends. On the search side, the average user uses Google to search for 3 to 4 questions per day. Ad clicks outnumber organic best-seller clicks by nearly 2: 1.
By using PPC ads (and finding the best answers for customers on platforms like Google), you can learn from best PPC keywords, which can increase click-through rates by 15%. Then use this information to inform your SEO strategy and produce more relevant content.
Get the most out of a PPC informed content strategy with these three tips:
Perform A / B testing by running multiple ads for the same content with different titles to determine the keywords and keywords that resonate best in the ads. At the end of the test, updating the content title is very much required to match the best-performing ad. You can test different landing pages and their content for even more knowledge.
In your Google Ads account, see the “Keywords” report for each campaign you run. Here are the keywords you have designated for the campaign. Go to the “Search Terms” section of the report to see what people are really looking for when they are exposed to your ad. Download this report and use it to fill out phrases or other keywords to use in your SEO content.
Use business intent keywords (including words such as purchase, discount, coupon, test, etc.) to encourage customers to use specific products and landing pages by moving them along your sales funnel. Use the same keywords in the CTAs of the page you are proposing to continue to get customers into the sales funnel and boost SEO web SEO.
- Use PPC Ads to guide customers in a content journey
Expert marketing teams know that the key to successful conversion is a sealed sales funnel. Quality content plays an important role in the customers’ shopping journey. But waiting for organic traffic to lead customers to compelling content can weaken your funnel and not catch the eye of shoppers ready to buy today.
Strengthen your web search strategy – using competitive keywords and relevant, well-formatted page content – with PPC to encourage customers to check your content and products more often than they would otherwise.
- Use PPC ads to optimize customer content and capture more SERP traffic
While it may seem superfluous to pay for an ad on a SERP on which your content already exists, this dual effort can improve brand awareness, CTRs, and the likelihood that customers will remember your products and services once that they left the results page.
Users are more likely to click on the results at the top of the page and the paid ads rather than the bottom. In fact, the first result usually receives 30% of the clicks. This rate decreases as you go down the page, with result # 3 getting only 10% of clicks.
By creating two lists per search results page for your business, you create a passive brand affinity that increases the clickthrough rate (CTR) of your renewed business. So when customers are ready to buy, your business is the primary concern of those who have already viewed these multiple ads.
Several SERP results encourage new customers to click faster on your results.
- Use PPC and Social Media ads to quickly create traffic and promote content.
Quality content for SEO web SEO will not give you an explosion of overnight traffic. But the PPC and social media marketing can do it. PPC marketing allows you to drive traffic to your site almost instantly by targeting your ideal customers where they (and their communities) spend most of their time online.
This is especially useful when you start a new website, launch a new blog, or launch a new product.
In particular, consider these seven content promotion opportunities with ads:
On Facebook, you can use the Boost Post characteristic to promote content that has generated clicks and engagement in the past to take advantage of its reach and momentum.
On social media, do not just target your customers, but also create campaigns that focus on their friends or a similar audience.
On LinkedIn, you can use sponsored updates, which work like Boost on Facebook, to promote detailed content and specific landing pages. LinkedIn works particularly well for B2B companies: a case study showed that a SaaS B2B company had a return on investment more than 6 times higher than LinkedIn’s promoted publications compared to AdWords.