Combining SEO and PPC Advertising Campaigns

Many website owners approach Search Engine Optimization (SEO) and Pay Per Click (PPC) as completely different marketing strategies. Even though the two approaches are different in many ways, both the SEO and the PPC advertising campaigns target the same customer who is searching for the same product or service. Combining the two tactics will cause each to complement the other and maximize the potential benefits of both. In this post we look at Combining both SEO and PPC advertising campaigns.

Brand Prominence

When a consumer sees that your brand has a presence in both the organic SEO and the paid PPC campaigns, the consumer sees your brand as influential and an industry leader.   Some consumers prefer to trust organic results more (knowing that the position wasn't purchased) while others tend to click on the paid search results more.  Combining the two approaches to cover as much of the Search Engine Result Pages (SERPs) as possible will greatly increase customer traffic as well as maintaining the customer’s perception that you are an established (and therefore trustworthy company) in a particular market.

Data Analytics

Running simultaneous SEO and PPC campaigns allows you to compare twice the data. By determining which SEO and PPC keywords have the highest conversion rates, you can utilize that information to optimize not only your website but your overall marketing structure.

Use PPC data to Optimize SEO Descriptions

PPC ads are very easy to test and determine just which keywords and ads are resulting in the most conversions – and which ones aren’t. While SEO often has success with the same keywords and tactics that PPC ads do, testing various title tags, meta descriptions and page content can take an exceptionally long time.  Using tactics that work in PPC ads (and can be tested very quickly) in SEO campaigns will save you both time and money.

Use of Site Search Data

The key to successful PPC advertising is to determine the keywords used by your customers who have a conversion. By enabling a site search tool on your website, tracking the terms used, and analyzing the results, you can gain valuable knowledge regarding your customer’s keyword preferences.

Bad Reviews

Some people seem to be happy writing negative reviews about products or services. Studies show that every negative review has to be negated by 12 positive reviews. Combined SEO and PPC campaigns can be great damage control in situations like this.  By dominating both marketing schemes, you can effectively point customers in the direction that you would like them to go, rather than having the negative reviews take prominence.  A great example of this occurred during the Gulf oil spill. BP paid for PPC ads that were linked to the keyword ‘oil spill’.  The PPC ad then led to a BP website page that told about BP’s efforts to clean up the spill and protect the wildlife.  The website also was at the top of the SERPs, giving BP a chance to guide the conversation and tell another part of the story.

Targeted Social Media Ads

Widespread use of the internet has changed the face of advertising drastically. Sites like LinkedIn, Facebook, and YouTube can provide PPC ads targeted to very specific groups of people.  This group may be as small as those living in a certain community or having a very specific interest. The information that you gain from the social media PPC campaigns may help refine your overall SEO strategy.


While PPC and SEO marketing campaigns each have admirers and detractors, both should be considered as part of a total marketing approach. By utilizing the unique strengths and versatility of PPC ads to bolster SEO campaigns, you can optimize your time and money while creating, increasing, and maintaining your customer base.

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