Digital marketing holds the power to revolutionize your business, but navigating the sea of tools and strategies can be daunting. SEO and PPC are two potent techniques that, when harnessed correctly, can propel your website’s visibility and traffic.
However, grasping the intricate interplay between these powerful approaches may seem like a challenging task.
How does paid advertising affect SEO? It’s a question that many businesses ask themselves, but the answer isn’t always straightforward.
Paid ads can help your business get ahead of the competition in terms of visibility and rankings. But they can also hurt your organic traffic if you don’t use them correctly.
The goal of any paid advertising campaign is to drive qualified leads to your website, where they will then convert into paying customers. This may sound simple enough, but it’s something that many businesses struggle with because they don’t clearly understand how paid ads work or how they can be integrated into an overall strategy.
Here are some tips for using paid ads effectively:
Find out what works best for your industry: To determine which type of ad will yield the best results for your company, it’s important to do some research first.
Look at how other companies use their marketing budgets and what type of campaigns they run (display vs. video vs. native). You should also consider any trends that might exist within your industry (i.e., mobile ads outperforming desktop).
Furthermore, we asked some top SEO guys about the benefits of leveraging SEO and paid ads, and here are their responses:
James Parsons, Founder, and CEO of Content Powered, says:
SEO-Optimized Curated Ads Boost Ranking
Marketers can use paid ads to quickly boost SEO rankings since most of them are published by media agencies on high-domain authority websites. For paid ads to boost SEO, you must carefully choose the keywords for banner ads, sponsored articles, and display ads. They must be optimized based on the brand’s target audience, niche, products, and services.
Paid ads are directly equivalent to money value. Using SEO tools for creating ad content is important to generate and use the right keywords and other keyword-related analytics data and link data. These tools can help brands create relevant content that can drive organic traffic and help a website’s web pages land on top of search engine results pages (SERPs).
Ivan Messina, CEO at SupportHost, writes:
The first and most important reason to use PPC is to test our copywriting from day one instead of waiting for GSC to gather a good amount of data while some initial quick traffic to our pages. Two important factors that give us an edge over our competitors are relying solely on content for SEO and ads for their money pages.
One thing I must say is that this is an aggressive approach that is only suitable for companies with a good budget because it’s easy to screw up if you don’t thoroughly understand their strengths and limitations (so you may need to employ more people with different specializations), and also because PPC can’t really be separated once you rank #1. It’s well known that most of the traffic obtained through PPC is not moving automatically to the same site’s ranking page after pausing the ad.
Freddie Chatt, Ecommerce SEO Consultant, says:
Businesses using Google Ads can find high-converting keywords to ensure they focus on the right keywords. If they have a long history of paid ads which is an absolute goldmine because you will know exactly which keywords to focus on to maximize the return on investment from your SEO campaign.
On the other hand, if they are starting with paid ads, you can work directly with the paid ads team to test out specific keywords to get an early result of what your SEO campaign may bring over time.
You can get all this data straight from the Google Ads platform or within Google Analytics.
Abe Breuer, CEO and Owner of VIP To Go, writes:
Conduct SEO keyword research to determine where you should focus your ad campaigns. This will help you discover the ad-targeting keywords with a high or low search volume.
Create content around those keywords to increase your rankings on the search engine results page.
VIP to Go conducts extensive keyword research on social media to influence our social media ads. We manually look for popular and trending topics or hashtags. To save time, we use Netbase, a social listening tool that uses artificial intelligence to gather real-time insights into customer conversations and monitor hashtags and posts on Facebook, Twitter, and Instagram.
Jason White, CEO of All About Gardening, affirms:
Keywords are integral in optimizing SEO to boost both rankings and organic traffic. I find that using the same keywords for SEO campaigns and paid ads helps me optimize my page for better rankings. This significantly improves the success rate of my paid ads because it also creates ad copies that are particularly for targeting the right users.
Identifying the right keywords is one thing and using them strategically is another. Knowing how to optimize them for my ad and SEO efforts has greatly improved the search presence of my blog.
Ian Carroll, Founder & SEO Expert at Digital Funnel, says:
If you combine a solid SEO campaign with a powerful PPC effort, you’ll see some serious results. If your organization is looking to lock down a particular set of keywords, promote a new service/product/location, or simply just want to raise your brand’s profile and total brand awareness, have a look at combining SEO & PPC.
As we all know, when running a paid ad campaign, you end up with a huge amount of data and metrics, such as what’s working, what’s not, your overall CTR, and so on. You must use this data to inform your SEO efforts.
Start optimizing your PPC ads and web pages for the same hard-to-rank keywords.
Look at your CTRs and see which topics and pages are the most popular on your site. Start optimizing these landing pages and the SEO to capture this trend and promote these areas with a PPC campaign.
Generally speaking, for our paid ad campaigns, we focus on Facebook predominantly as it has seen the best returns for ourselves and our clients.
-MohdFaizan Fahim, Growth Hacker @Breeze
I managed SEO and marketing for Breeze.io.
I use retargeting ads with SEO. SEO brings the person to the page/blog posts, and retargeting ads remind the visitor for days. The page defines the user’s location in the funnel, and the ads depend on the funnel location.
Google retargeting ads are the best when used with SEO. The highly relevant ads reduce the ad cost, and we scale up the ads. User’s first visit is organic, but we can leverage this visit by running the ads to get the second visit at an affordable cost.
-Nunzio Ross, Founder, and CEO @ Majesty Coffee
Using paid ads to leverage your SEO rankings revolves around optimized pages and content. The main objective of both campaigns focuses on conversion rate, which means optimizing landing pages and producing targeted content are crucial in ensuring the success of paid ads in boosting your SEO rankings.
It means directing users to user-friendly, mobile-friendly landing pages and insightful resource pages is critical in boosting conversion rates in the long run.
Paid ads are wasted when users leave your website due to unoptimized, cluttered, and non-functional pages.
Closing Thoughts
Utilizing SEO and PPC together as part of a cohesive digital marketing strategy can greatly enhance your online presence and help your business stay ahead of the competition.
By conducting thorough keyword research and strategically optimizing your ads and web pages, you can maximize the benefits of both approaches.
Ready to see the impact that paid advertising can have on your business? Contact Flying V Group today and let us help you take your digital marketing to new heights!
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