In today’s marketplace, where nearly every company sells their brands and products online, it’s now more important than ever to have a digital footprint and for companies to implement the processes of PPC (Pay Per Click) and SEO (Search Engine Optimisation).
Both SEO and PPC take some time to get implemented. SEO is a very long-term process and takes much time to show results while PPC is sometimes faster that can get results very quickly. You may check here to know How Long Do Google Ads Take To Start Working?
Nevertheless, before knowing how both aspects can complement each other, it’s important to understand what both terms mean. With the efforts of paid search marketing otherwise known as PPC, this is an advertising model where advertisers will pay a fee each time one of their ads at the top of the search engine result pages (SERPs) are clicked on by a user.
Organic search refers to the unpaid marketing results that appear naturally on the SERPs and there are many different ranking factors that can influence where a website’s page will end up.
By hiring a specialised search engine optimisation agency, companies can receive help with their SEO goals of having their target pages rank higher in the SERPs for the designated keywords they are trying to rank for as well as having their domain authority enhanced, with the creation of compelling link-building campaigns.
Why Does SEO Need PPC?
The first thing you need to know about SEO and PPC is that they’re not mutually exclusive. They’re both parts of an integrated strategy that includes social media, email marketing, content creation, and other tactics.
PPC is used primarily to drive traffic to your website and increase brand awareness. PPC ads appear when someone types a keyword into Google, so if you want to rank higher for those keywords, you’ll need to optimise your site for them and include relevant keywords throughout the text of your landing pages and ad copy.
You can use paid advertising to promote your business on Facebook, Twitter, LinkedIn, Instagram, YouTube, Pinterest, and other platforms.
Moreover, SEO requires paid search advertising to target masses on the internet. So now that advertising plays such a huge role in SEO, SEO needs PPC to be competitive.
SEO also has to focus on building quality content that goes viral, and PPC is an excellent channel to build the traffic you want. Even in niche websites, it is important to focus on advertisements to get more traffic and users.
You can even create your own custom landing page using PPC. The goal of any PPC campaign is to generate leads, which means you need to track conversions. So, you’ll need to set up goals for your campaigns.
How PPC and SEO Work Together in 2022
The foundation of SEO is rich, relevant content. PPC will be helpful in driving people to this content. Paid ads on social networks like Facebook will be seen by significantly more visitors than organic posts. That’s why it’s important to work on SEO while running PPC together.
This way, you can ensure that your ad campaigns are working towards one common goal: increasing sales.
Identifying Purchase Intent
To make sure that your ad is reaching the right audience, you’ll need to identify purchase intent. This is done through understanding what they’re searching for. If you’re not able to do this, you won’t know whether or not your ad is working.
Buying intent enables search engines to find purchases based on keywords. These clicks – also known as “conversions” – are a positive indicator for e-commerce businesses to understand a person’s interests and intent to purchase goods.
Clicks do not indicate a completed conversion, but a successful ad campaign will lead a user from clicking on a search engine result to the item page within the site.
There are two ways to go about identifying purchase intent:
1. Using data from your analytics tool
2. Using a third-party tool
Investing in a keyword research tool before you begin to create content, optimise your site for SEO, or grow your customer base is a very cost-effective way to make a huge difference in your organic traffic and conversion rates.
Doing the research now will save you money on wasted ad spending and give you a clear idea of how best to optimise for this year’s most important advertising slots.
Start your research today – the earlier you learn what’s necessary, the more time you’ll have to implement it into an actionable plan that will support your ambitions.
Optimisation of Conversions
It’s a good idea for businesses to always think outside the box when it comes to SEO or PPC. One easy way to draw in more customers is by using conversion optimisation. Using this strategy, you can divert the filters of certain internet browsers so that they have an easier time finding your website. You can also use Google Adwords to track conversions.
To improve the CTR of pages, good quality and relevant meta descriptions need to be written. However, creating the best meta tag can sometimes be an issue as you’ll never know what exactly is going to work to entice users to click on your page title.
Nevertheless, one of the benefits of using AdWords is that it enables users to experiment with various descriptions because from frequently testing multiple different paid ads, you will be able to identify which copy will contribute towards driving the highest CTR. Thus, when a new ad obtains a higher CTR, the SEO tags can be amended.
You can also use remarketing to target people who visited your website but didn’t convert. By doing so, you can show them your product again, encouraging them to buy.
SEO and PPC are two great tools that can help you reach your goals. They can complement each other well and allow you to achieve success faster.
When used together, they can be a powerful force for business growth. Google’s continued focus on search intent, rather than competitors will force marketers to think about how they plan their campaigns.
Marketers that think outside the box and look for new opportunities to bring together the two digital strategies will have a competitive edge in 2022. So, if you’re ready to take your online presence to the next level, consider combining both SEO and PPC.