Integrating SEO with PPC
Developing digital marketing campaigns that combine SEO with PPC is not only necessary for achieving prime listing positions, it’s now the only way to maximize traffic and conversion opportunities.
As the former Organic Search Manager for a Fortune 500 brand that specializes in home care, I was responsible for developing comprehensive, complex digital campaigns that focused on consumer behavior alignment and conversion optimization.
When our team made the effort to combine both SEO and PPC strategies/data, we were able to identify a multitude of critical data points dedicated to consumer behavior, intentions and location/geography.
This level of precision allowed us to:
- modify our organic keyword strategy so that we could create and optimize new content to rank within specific geographic locations, applying exact phrases used by our target audience to align with their intentions;
- adjust our PPC budgets so that we were only running ads within the most popular markets and effective time frames; and
- align our PPC ads with their offline marketing schedule to maximize awareness and conversions.
Overall, these actions resulted in:
- 30-percent increase in organic traffic
- 25-percent increase in paid clicks
- 35-percent savings in ad spend
- 20-percent increase in quarterly profits
Most digital marketing agencies are built with SEO and PPC sitting on opposite sides of the building.
Both teams work tirelessly, developing keyword strategies, creating unique content and employing a number of tactics that focus on attracting online consumers. Even though each team uses different systems and tactics to drive conversions, there is a tremendous amount of critical data that can be used to create a synergistic and harmonious relationship, bolstering results for everyone.
Check out the following ways that SEO and PPC can combine efforts to improve their strategies, as well as to drive conversions like never before.
Share keyword data to increase the intelligence of your campaigns
Keywords are the foundation for any successful SEO or PPC campaign.
For PPC strategists, keywords are used to facilitate creative relationships with consumers who are located further down the conversion funnel.
In the world of SEO, keywords are used to dictate the information architecture of a website, as well as its content strategy.
Both teams conduct keyword research in order to identify terms that align with their target audience’s online behavior, project traffic growth and drive qualified conversions.
Because more consumers are using long-tail phrases and complete sentences when searching than ever before, keyword data must be shared across both teams in order to offer coordinated messages that keep brands top-of-mind and solicit qualified conversions.
If your looking for a Philadelphia SEO Company or a digital marketing agency in Philadelphia to handle your PPC Marketing in Philadelphia contact us today at (215) 885-8686 and learn how neXVel Solutions can help your business reach the next level.
Connors, Julian “PPC + SEO = A match made in marketing heaven.” Web blog post. SearchEngineLand, October 6th, 2016