Five Steps to Creating an Integrated SEO and PPC Digital Marketing Campaign

By Maxtreme

SEO and PPC (also known as SEM—search engine marketing) are key terms in the digital marketing world. Many people make the mistake of viewing them as an “either-or” prospect and include either SEO or PPC in their marketing budget. In reality, SEO and PPC are the yin and yang of digital marketing and have maximum impact when they are used together.

Integrating SEO and PPC can have a strong improvement on your digital marketing efforts. Here are five steps to developing an integrated SEO and SEM campaign.

  1. Use PPC to support SEO
    Both SEO and PPC teams develop keyword strategies, trying to attract the right users to their sites, although they have different goals. SEO keywords are used to help draw people—organic traffic—into the sites through optimizing content. By providing unique, quality content, SEO can help direct those people doing organic searches.

    PPC, on the other hand, uses keywords to help further build relationships and ultimately produce conversions. PPC is great for those users who have done their initial searches and are further along in the conversion funnel.

    Both teams conduct keyword research to identify terms that align with their target audience’s online behavior, project traffic growth and drive qualified conversions. By sharing data with both the SEO and PPC teams, you can offer coordinated messages that keep your brand at the forefront and help secure qualified conversions.

    For example, SEO teams can’t report on what term brought a user to a site organically. However, they can use Search Query Reports from AdWords to identify which keywords and search terms are trending. This in turns helps them develop content with the user in mind. The PPC team can easily and quickly see which copy and calls to action (CTAs) improve click-through rates and conversions. This information can be shared with the SEO team, to help increase CTRs and conversions.

    This is especially valuable when writing product descriptions or brand pages for e-commerce clients. Using the Search Query Report allows SEO practitioners to recognize which search terms are trending and tailor on page content towards these terms. Your SEO team may have used the search query report to find popular “How To…” queries to produce creative content, such as infographics and eBooks. There may even be opportunities to create new landing pages or extended landing pages from reviewing PPC keyword data, focusing on impressions, clicks and sales.

  2. Use SEO to support PPC
    On the flip side, SEO can also be used to support PPC. Remember, the two teams create the greatest synergy when they work together.

    Some PPC words have the potential to drive large amounts of traffic. Often, these words are expensive. If that’s the case, focus your SEO and content efforts on these words to get the most bang for your buck.

    And don’t forget to use SEO and organic data to plan your PPC strategy. Are your PPC efforts reaching users during peak times? Or are you spending your dollars when users aren’t searching? Look at organic traffic trends and see where your PPC efforts can complement—and capitalize on– organic traffic trends.

  3. Improve Your Quality Score
    A Quality Score is Google’s ranking of the quality and relevance of your keywords and PPC ads. IT’s used to determine your cost per click (CPC) and multiplied by your maximum bid to determine your ad rank in the ad auction process. Several factors make up your Quality Score, including:

    • Click-through rate (CTR)
    • The relevance of each keyword to its ad group
    • Landing page quality and relevance
    • Ad copy relevance
    • Your AdWords account previous performance.

    Improving your quality score is crucial, because it affects your keyword CPC and your ad position in the search results.  Use SEO content writing skills to boost keywords with low quality score. This can help improve your ad rank, reducing your cost per click, and improving engagement and conversions due to targeted, relevant content.

    This is another great example of how SEO and PPC can work together for better results: SEOs control the landing page optimization for organic search, but by optimizing quality scores, they help PPC efforts, too.

  4. Create Ads That Match Content
    Your PPC team strives to create ads that stand out, capture a user’s attention, and get them to click. However, the work isn’t done once someone has “clicked.” You want to make sure there is something that happens afterward: a conversion that positively impacts your bottom line.

    Your SEO and PPC teams can work together to help make this happens. How? The SEO team creates the landing pages linked to the ads. By working closely with the PPC team to ensure the ad copy and look matches the landing page—headlines to CTA—they can direct the user further along the conversion funnel. By providing engaging, impactful copy, and a cohesive user journey, these landing pages can help convert visitors into buyers.

  5. Remarketing
    Don’t reinvent the wheel. Instead, remarket it! SEO professionals can, and should, use PPC remarketing to support any creative content that they produce. For example, a company may decide to remarket to their existing users that they have recently launched a whitepaper or eBook to encourage downloads and further engagement.

The Bottom Line

The old adage is true—it takes a village, or at least a PPC and SEO team, to develop an effective, integrated digital marketing campaign. Don’t view PPC and SEO as separate efforts. Instead, bring the two together to increase visibility, effectively measure results, and drive traffic and conversions.

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