Integrating Your SEO & PPC Campaigns

There are a multitude of things you can do to improve the reach and success of your SEO campaign; for ideas, go ahead and browse through the previous posts in this blog.  One opportunity that is often overlooked, however, is that of optimizing your SEO and PPC campaigns in synergy.

search engine optimization verses paid per click

Unlike organic search, PPC advertisers are charged each time a user clicks on their ads.  Depending on the term, these clicks can cost anywhere from a few cents to well over $100.  Because of this, it is important to focus on driving the most relevant traffic possible in order to remain profitable.  Although you have the ability to bid on virtually any keyword you wish, successful PPC advertisers take a much more strategic approach, carefully analyzing performance of individual keywords to find ways to optimize and improve campaign performance.

As a PPC advertiser, one of the questions I hear most from clients is, “Why do I need to pay for traffic through PPC if I’m already running an SEO campaign?”  I’ll tell you why.  Never in 100 years will you capture the same levels of traffic when running an SEO campaign singularly than you will if you run your SEO and PPC campaigns in tandem.  Firstly, the visual aspect of having not one, but two ads appear at a given time, of taking up more “real estate” in the SERPs, can help increase your CTR, leading to valuable additional traffic.

Secondly, seeing a particular brand appear in both the paid ads as well as organic search can strengthen users’ feelings of trust in that brand.  Often, the organic listing can legitimize the paid ad in a user’s mind, lending more credibility to what can be seen as a way to buy your place among more relevant listings.

Integrating your PPC and SEO campaigns gives  you the opportunity to get the best of both worlds.  For those keywords that are too expensive to rank highly on for PPC, you can work to ensure a high organic ranking.  It’s also important to keep in mind that PPC can be very effective for specific bursts in your marketing; campaign changes you  make today can be felt tomorrow.  SEO, on the other hand, needs to take a much longer view, as changes you make today may be felt next week or next month.

In essence, SEO is an art, while PPC is a science.  Each campaign works differently and is optimized differently, but in order to achieve the best results for each, an integrated approach is key.


Sarah Wildhaber is a Senior Digital Media Buyer at PlattForm Advertising. She has worked in digital advertising for 3 years and specializes in PPC marketing in the education vertical.


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