One of the best digital advertising strategies is pay-per-click (PPC) marketing.
A PPC campaign can increase your qualified leads and revenue in a short amount of time if it is started strategically.
PPC marketing can work alongside your SEO to provide you with the most optimal results.
However, getting them to work together can be a bit of a minefield.
Especially if you are new to the world of SEO, PPC, and having an online presence in general.
We have put together the ultimate guide to explain 4 ways PPC impacts SEO and how you can use it to your advantage. Keep reading to find out more!
Relationship Between SEO And PPC
As a business owner, you want to be sure that every element of a digital marketing plan is serving your company.
You probably want to know if paid advertising will help (or hurt) your site’s rating before devoting time and money to it.
Will your audience land on your website?
PPC, if done correctly, could help boost your ranking on search engine result pages.
However, there may be no guaranteed return on your investment. So, where do you focus your funds and effort?
Can PPC Impact SEO?
In short, PPC does not have a direct impact on your SEO. Meaning that you may not see an immediate effect on your SEO when you begin implementing PPC. However, it does have an indirect impact on SEO.
The use of PPC and SEO campaigns in conjunction leads to a wide range of indirect outcomes.
It is best to combine these two strategies if you want your marketing campaign to produce the finest results possible.
4 Ways PPC Impacts SEO
Optimize Space In Search Results
When a customer is in the awareness stage of their life cycle, they will complete broad searches for the product, service, or business they want.
PPC ads mean that your product, service, and business will be featured at the top of those search results.
When PPC is working in conjunction with SEO and will build your business’s territory in search engine search result pages (SERPs).
But what happens if the customer scrolls past the advertised results?
Your business listing will be included in the organic search results as well.
This provides your website with more exposure as the customer is aware of your PPC ad and your organic listing.
In the end, doing this increases the likelihood that someone would click on one of your listings and visit the website of your business to find out more.
As customers are exposed to your business listing more than once, they subconsciously believe that your business offers high-quality products or services.
Combining PPC and SEO is quite beneficial because it increases website traffic and encourages customers to interact with your brand.
Valuable Organic SEO Keywords
Utilizing organic keywords is a critical element of SEO performance overall.
If you are looking to improve your page ranking and appear in a broader range of relevant search results, you need to implement the correct keywords. Otherwise, your audience may not know your website exists.
It is important to remember that SEO does not show immediate results, therefore it can be rather difficult to determine the success of your keywords. It can often take between 4-8 weeks to see results.
However, PPC can offer immediate results. This will allow you to know exactly where your results are coming from or if you need to change your keyword targeting.
As a result, you may refine your SEO targeting and produce even greater results.
Much like any marketing campaign, knowing what works for your audience is extremely important.
PPC can improve the quality of your keyword data to help determine what keywords customers use and what they want from your business.
Instead of waiting to see if your SEO keyword optimizations drive results, you can use PPC data to find out more efficiently and make necessary changes to your SEO campaigns.
Boosts Brand Awareness
As your business begins to generate an online presence, gaining brand awareness is highly important.
PPC ads help direct clicks to your website. This allows your audience to land on your landing page, and gain more information about your products and services.
It is important not to be disheartened as some customers may click on your ad and immediately leave. However, they are now aware of your brand and the products you offer.
Through PPC ads, they will now think of your business when searching for a similar product or business in the future. And they are more inclined to select your business from your organic listing.
PPC advertising thus increases brand recognition, which may eventually result in increased organic search traffic.
Increases Local Lead Reach
While you may want your business to go viral and have a global reach, local leads are extremely important and cannot be ignored.
Many people complete local searches to find products or services within their local area.
Through the implementation of PPC ads in local searches, you can increase local leads for your business and website.
Your PPC ad will appear at the top of visitors’ local search results.
PPC advertisements and Google Business Profile listings take up the majority of the screen because mobile devices are used for many local searches.
When it comes to local leads, you can use PPC ads to generate not just double but triple exposure to your audience.
When they make their search they will see your PPC ad which they may scroll by.
Then they will see your Google Business Profile listing. They may scroll past your business profile but they will then be exposed to your organic listing. Creating triple exposure.
Triple exposure will improve the likelihood of your audience selecting your business as it provides the belief that your business provides the best product for them.
In turn, more traffic will be driven to your website which will increase your organic ranking.
As you can see, while PPC may not have a direct impact on your SEO, the indirect effects are extremely beneficial.
Investing in PPC ads can lead to more traffic to your website and in turn, more conversion.
Use PPC And SEO To Your Advantage
As PPC and SEO have similar factors, you can gain the biggest advantage by understanding how both work.
Below are ways that you can use PPC and SEO together to your advantage:
Monitor PPC Click-Through Rates
By dividing real ad clicks by the total number of impressions, a click-through rate is calculated.
PPC click-through rates, which are frequently regarded as useful statistics for assessing ad relevance, can be examined to determine which ads are potentially yielding the biggest returns.
By tailoring the website copy to the demands of your clients, this stage helps inform future copy decisions.
Improve Keyword Targeting
When improving your SEO, analyzing your keywords is extremely important.
You want to utilize the keywords that are performing well and eliminate the ones that aren’t.
PPC campaigns identify which keywords are not gaining the results you want allowing you to make the necessary adjustments.
Create High-Quality Ad Copy
Frequently seen as a useful statistic for The results of a PPC campaign provides information about whether or not the previous copy affected conversion rates.
The key to enhancing the next campaigns is to examine PPC ad wording and determine whether it performed as anticipated.
Perfecting ad wording over time by making minor adjustments depending on performance helps boost SEO and conversion rates.
Index PPC Landing Pages
Got a landing page that doesn’t really do much for your SEO? You can allow a search engine to index the page and boost the page’s ranking.
Otherwise, your landing page may not be followed by search engines which can severely damage your ranking and traffic.
Indexing the landing page can lead to organic clicks and a boost in traffic.
This is only if your landing page is not being used for a sign-up form, a time-sensitive event, or to target a very specific target market.
Although PPC and SEO are quite different marketing strategies that should have their own roles in your digital marketing plan, they do influence one another somewhat.
However, you should regard them as complementary to one another rather than as competitors for your time and money.
When defining your SEO goals and strategy, you may deem it unbeneficial to your business to include a PPC ad campaign.
You could be missing out on many amazing advantages.
While PPC ads may not directly impact your SEO, there are significant indirect benefits.
Whether you are looking to improve your brand awareness, boost your conversion rates or, most importantly, have more control over your keyword strategy, PPC ads could be the answer.
Use PPC and SEO together to get the most out of your website without having to spend hours researching what keywords work.
PPC and SEO could help you see where you are going wrong and what improvement you need to make.
Start your PPC campaign and find out how you can make the most of your SEO!