Consider SEO and you probably think about organic search strategies and/or methods of increasing your visibility in the SERPs. On the other hand, PPC is paying for high visibility. Looking at both of these strategies, you might be looking at them as 2 separate entities however, they can be successfully used in tandem. By doing this you can actually enhance your online marketing campaign and increase your results.
Search engine marketing is a term that has many facets however, it does include both SEO and PPC that can be used to improve your online profile. It is important to balance the 2 so that both your long term and short term goals are achieved. Both can be used successfully to convert visitors and that is what it is all about.
Running a PPC campaign without supporting it with SEO will not be very successful because your landing pages won’t be as relevant to your adverts and visitors will not hang about. The one aspect that both SEO and PPC share is the need to conduct a comprehensive keyword research project. It is those keywords that will lead visitors to your site by either clicking on your ads or finding you via the organic search results. These keywords will also be used in the content that appears on your site.
The ideal PPC keywords offer high search volume but are low in competition but of course this is not always easy to do. It all depends on your niche, competition can be fierce and this is why keyword research is so important.
The thing about SEO is that it is a long term strategy so requires planning for the long haul. Using PPC as a short term strategy in order to obtain front page visibility can give you a leg up while you are setting up your SEO campaign.
You should remember that PPC is not only beneficial in the short term, there are many businesses who continue to use it year on year as it offers a good return on investment. If you can find the magic key where your investment gives you a good ROI, it really does make sense to use it.
Looking at the similarities in approach and how the 2 strategies complement each other for both long and short term campaigns. Instead of using a scatter gun approach to online marketing strategies where you try to run lots of different things at once, concentrate on PPC and SEO to run in tangent and you could find your site rising up the rankings.
As 2015 kicks off, it is important to take stock of the bounty available to online marketers. Every year brings more tools to engage prospects, data to inform best practices, and hacks to improve ROI.
Unless, of course, that insidiously negative and cold-hearted Oscar the Tool Trashing Grouch darkens your door-step. For those of us following trends in online marketing and product innovation, one can’t help but notice PPC has been celebrating surplus harvest for the past few months, while SEO can’t seem to shake the Grouch of algorithm fluctuations.
It is important to point out this bounty/trashy trend only pertains to transactional SERPs and commercial keywords (informational searches still represent a strong use-case for focusing on SEO), and I thought nothing would kick-off the new year better than a review of the presents we in PPC have received, while SEO enviously looks on.
Focus on Remarketing
While remarketing isn’t “new,” the tools available for marketers have become substantially more robust and easy to implement. The GDN (Google Display Network) traditionally has lower conversion rates, but at the same time allows advertisers to entertain and convey brand-centric messaging that can be hard to achieve in text ads.
Remarketing bridges the conversion-centric text ad with the brand-happy GDN by allowing text ads to find users who have already shown interest in the brand/product because of a click on a display ad or visit to a brand’s domain. The best part about remarketing is you can target IP’s in the campaign at proven points when conversion is most likely to happen. While there is still lots of uncharted territory in the remarketing space, a major victory for marketers comes in being able to craft campaigns that can retain users after they’ve become customers. By editing the product offering, discount, or even creating a lull in how often a user is exposed to a brand, marketers are able to create dynamic engagement with tangible data to support performance
Both Bing and Google offer meaningful remarketing solutions, but there’s no question Google has more historical data to help make informed decisions on how to structure campaigns. Additionally, Google now allows text ads to be part of a remarketing campaign, while Bing’s remarketing is strictly on its display network.
Actionable take away: Don’t take no for an answer in online marketing, especially since ad networks offer polite and brand-relevant ways to engage users through remarketing.
E-commerce marketers, rejoice! Google Shopping is an improved version of PLA’s (product listing ads) and offers advertisers the chance to engage users with images as well as promotions. One of the big benefits of Google shopping is Google loves sharing promotions since they’ve been proven to have a higher CTR. Any product offering at least 15% off it’s normal listing price will rank higher in the SERP, as well as have a bold call-out of the promotion. This also applies to site-wide promotions.