Unlock the Power of PPC: How SEO Impacts Your Campaigns

Informed Keywords

If you already have SEO set up on your website, you can use the keywords you already have to kick off your PPC campaign. Once you start getting analytics from your PPC results, you can use those informed keywords to further tighten your website content with phrases you know are converting customers. The cyclical nature of these functions means they both help to inform the other’s strategy and performance.

Collective SERP Presence

PPC will usually appear above the organic results on SERPs. This means that people have to scroll past the ads to get to real listings. While some savvy shoppers are programmed to scroll past the first few sites, many still think that these are Google’s top listed organic results and will choose them before continuing down the list. If you’re optimising on PPC and SEO, then you may show up in both places, ensuring customers see your name at least once on the SERP. This increases the likelihood of a click-through and therefore, a website conversion.

Quality Traffic

SEO and PPC work together to help target your traffic based on specific keywords so that you can attract consumers who actually want to be on your site. This will lower your bounce rate and help you increase conversion once they begin interacting with your content. If the customers that are finding you are the ones who are searching for your key products and service offerings, chances are they have a higher chance of finding what they’re looking for on your site and sticking around.

Utilising Landing Pages

Creating targeted landing pages is a good idea for companies who are utilising SEM and digital marketing. These pages speak directly to your customers based on how they found you. For instance, you might get a different landing page if you search “Kids bikes Auckland” than if you search “Maintenance mountain bike”. These two searchers are looking for very different things, and even though you offer a product or service for both, you want to speak to them individually. PPC and SEO both allow you to funnel these customers based on their search words, bringing them confidence your site was the right click.

Covering Your Bases

While PPC can offer immediate increases in traffic and potential conversions, it requires consistent spending. Alternatively, sourcing traffic through organic SEO results is free, but waiting for keywords and website content to grow in the rankings can take months. SEO results will be slower but longer-lasting as you’ll continue to earn prominence across search engines that will help gain traffic for years to come. While it can take some time to see results with SEO, paid search is more immediate. That’s why we often recommend using a PPC campaign to offset a slow start to an SEO campaign. That way you’re ensuring that even if your SEO isn’t showing results yet, you’re still maximising keyword performance in the interim.