Whether you are a smaller company just starting out in the digital world or are a well-established business competing with industry giants, the decision as to whether to invest in PPC or SEO should be made on a case by case basis. We have had clients come to us requesting SEO and after careful consideration of their website, goals and timeframe; have recommended they begin with PPC and incorporate SEO later down the line. It is difficult to categorically state which digital approach you should take without knowing more about your website and business.
With that said, the choice between one or the other is not always necessary. If your marketing budget permits, we always recommend running SEO and PPC hand in hand as we have seen this method bring about fantastic results.
The benefits of running SEO and PPC together:
There are multiple benefits of running SEO and PPC side by side. This method makes for a more streamlined user experience as they make their way through the acquisition funnel and not only gives you a better understanding of your target audience, but also assists in creating strategies to further improve your website and digital marketing strategy.
Fantastic reasons to target SEO and PPC
Increased chances of winning ad auctions
Optimising your website for organic channels will result in a higher quality score for your paid landing pages, which will naturally mean lower bids required to win the ad auction and lower costs overall. Needless to say, lower costs creates additional opportunities to target even more people increasing your chances of gaining those all-important conversions.
PPC does your keyword research for you
PPC is extremely useful when it comes to testing keywords you are considering targeting via your organic campaigns. Utilise search terms via your AdWords account to highlight potential secondary and tertiary keywords to possibly be utilised as part of your SEO strategy. Expanding your keyword selection based on what you know your potential customers are searching for will extend your reach as well as your opportunity to convert more people.
Increased presence and brand awareness
By investing in both PPC and SEO, you can dominate the top of the search results page; which reinforces your standing as a quality and trust-worthy company. This alone will increase your click-through rate which, in turn, will increase your brand-awareness. The more well-known you become, the more likely people are to choose your company.
Through PPC, we can target people who have visited your website organically but not converted and reinforce your brand to them to entice them back on to your site to make that all important conversion.
When implementing a combined PPC and SEO strategy, it is important to invest in a company that takes a holistic approach to digital marketing. The last thing you want is to invest in a company that has a team covering SEO and a team covering PPC that are completely separate. At Global Search Marketing, each member of our team has their own digital speciality; however, their knowledge and experience spans digital marketing as a whole. Team members who specialise in SEO regularly utilise their knowledge as part of their PPC strategies and vice versa, resulting in fantastic ROI for our clients.