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SEO & Pay Per Click Marketing Strategy Must Be Integrated Pt. 3


May. 7, 2014

The third installment in our series looks at how a Pay Per Click marketing strategy should be integrated into an SEO strategy.

We’re going to dive into how a PPC campaign can drive actionable recommendations for your SEO strategy. By collecting and analyzing PPC data you’ll learn what’s driving clicks and conversions on your ads. You’ll then learn how to apply that to your SEO work.

What is PPC?

What is PPC (Pay Per Click advertising)? Commonly we think of Google AdWords – the ads at the top and right side of a search result page. These are ads that companies are asking to show up upon bidding a price on a particular keyword. The idea is to pay for traffic to your site, or more specifically to a product/service or landing page that is related to the searched keyword.

Pay Per Click Marketing Strategy At Work

This is a key one if you’re really looking to holistically improve your organic work. The simplest way does take some work but here it goes – break out your PPC account into different campaigns based on your services (ie: if you’re in heating and a/c then have a campaign for heating and another for a/c). Then within each campaign have ad groups. These ad groups could be targeted by location or maybe if you do B2B versus B2C work. Then, within each ad group, you have a specific set of target keywords.  Six to eight keywords max per ad group.  Why? You want to be targeted in your efforts. You’ll also have an appreciation for the keywords that are working versus the ones that aren’t.  Let’s get a little more into this.  Your keywords ideally should include exact match and modified broad keywords (basically the same keywords done up 2 different ways). We’re now (somewhat) set to run our account. Be sure to set other limits within the account like budgets, time of day to run the ads, how you want them to show and geographic location.

Good PPC Data To Analyze

The other keys are to make sure you have a healthy monthly budget to spend. Don’t get worried if you don’t see the calls and clicks happening right away, you need your account to mature a bit and let people see your ads. But once you see the data coming in you can check on it and see what’s working. Here’s a good list to keep in mind:

  • What ad copy resonated with the user
  • Check the keywords tab for the terms getting clicks
  • Review the Click Through Rate and see what’s getting the bigger percentages
  • Make sure to track the keywords with conversion codes
  • Then also see what keywords are ultimately costing the most and are they getting the sales

How It Relates To SEO

Through our PPC account, we can now see the keywords that are driving people to the site. We also have an appreciation for the ad copy that is getting people interested. Go back to your site and take the keywords that are working, work on the content in a way that has the same voice as your ads and continue to evolve those pages. Make sure those keywords are within the content and set according to the best practices for on-page optimization. Remember, Google loves quality content. And so would your target user.

There’s a lot of additional insights we’ll dive into in later posts but these are some of the good basics you’ll want to keep an eye on, especially if you’re new to all of this. It’s good to get an appreciation for what’s going on and how it all works. So that’s it, that’s how a Pay Per Click marketing strategy can work with your SEO strategy.

In our final installment in this series, we will look at how a Social Media Marketing Strategy can work with your SEO Strategy.

Read Part 1Part 2Part 4 of this series.

If you have any questions or would like to discuss strategy please call Patrick at 905-943-2985 x108.

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