PPC Marketers Should Know About SEO

Success across the board: The integration of SEO and PPC (a multi-channel strategy)

You may have heard of it ...

Referring traffic from social networks has exceeded search engine traffic.

Search engines are still a valuable investment for companies.


  1. The Parse.ly report above dealt with news websites.
  2. Search traffic leads are higher quality and easier to convert.
  3. Organic search is stable and a monthly repeating source of traffic once you've made it all the way to the top.

Organic FREE traffic is available to all businesses, and most marketers are crazy about it.

Getting a spot in the top search positions isn't impossible, however. I've said it many times that the coveted first place gets more than 30% of the clicks. But if you don't get one of the first 5 places, then you are invisible.

You must know someone else safeWay to secure one of the top spots for you.

Invest in PPC ads and get clicks / traffic by spending money.

Google advertising has one great advantage:

Commercial keywords (the keywords that are used to generate sales) will get sponsored results⅔ of clicks.

Google has already started expanding its text ads to provide more shopping results. These results are always clearly visible in the top positions and guarantee enormous brand visibility.

So you should receive these changes with open arms and use a multi-channel strategy to communicate with your audience. It's a great strategy for gaining visibility and authority. You also reduce your costs per acquisition at the same time.

Are you interested in creating an integrated and informed multi-channel strategy?

Then let's see how organic and PPC results can work together to optimize your marketing campaign.

Bid on branded keywords to complement your organic search results

You will certainly place your brand name at the top.

But as weird as it sounds, you also need to advertise and bid on your branded keywords and all related keywords.

You will earn more if you are placed on top. A 2012 study by Search Engine Land found that 50% of all clicks advertisers get with their ads couldn't be replaced by organic search results (if the ads didn't appear).

I mentioned earlier that bidding on keywords helps improve the quality score of your AdWords account and increase your conversion rate.

Let's examine a few search results for some branded keywords. I get a lot of searches for my brand keywords (from people who already know me).

Even my branded keyword's suggested bid is low.

Marie Forleo also gets a lot of monthly searches for many keywords. Some of these keywords, e.g. B. “Marie Forleo Bschool”, indicate commercial intentions. So he can offer his main course directly to these users.

Here is an example of Barney's bid on their branded keyword. The company has 12 results at the top.

Larry Kim recommends setting aside at least 15% of your branded keyword budget.

Don't let your competitors poach your branded keywords with PPC ads. Even if you bid low, you can drive targeted traffic to your website.

Use internal search data to improve your SEO results and PPC ads

If a lot of people use the site search function (this number will vary depending on the website), you need to improve your navigation.

But this internal search data is a gold mine to find the EXACT phrases of your visitors when they are looking for one of your products. Most likely they look very similar in the search engines.

You can filter out these high-converting keywords by analyzing your data. When you have found relevant keywords, you can bid on them in the PPC campaign and use them for your SEO efforts as well.

Find out which of your most profitable keywords to target with PPC ads

How do you plan your content marketing and on-page optimization?

You may be using some keyword research tools. Probably to one thoughtful estimatein which you include your competition, the search intention of the user and the search volume.

The problem is that this approach is based on pure intuition. And even keyword research tools have their limitations.

In this case, months of content marketing and link building do not deliver the expected results.

Wouldn't you rather make a data-driven decision for your own target market before starting your marketing campaign?

Here are 3 steps that you should follow:

  1. Create a “Keyword Map” of your top landing pages and a list of words that will drive traffic to your site.
  2. Find more keywords for the already placed pages and assign them to the relevant landing pages.
  3. Test the new keywords by setting up a PPC campaign and find the ones that produce good results. Then adjust your SEO strategy to make sure you're targeting the right keywords that are actually attracting customers.

Laura Oden demonstrates the process in detail in this article.

Alternatively, you can also determine your best PPC landing pages with AdWords using the reports from Google Analytics.

Then add your placement from the webmaster tool using VLOOKUP in the Excel document.

Now you can filter the report to design your SEO strategy, just like Ben does.

You can also run a test on your PPC ads to increase the substantial CTRs of your current rankings (you can get 5 to 6 times more clicks). Here is a step-by-step guide that will show you how to do your own test.

How do you create an ad group using the search reports (with proper multi-channel mapping)?

Google advertising isn't exactly cheap.

If you bid on irrelevant keywords, you can lose hundreds of dollars a day.

If you are in an expensive industry it makes sense to check your cost calculation using a tool like Spyfu.

But if you've been focusing on content marketing and SEO for 6 months or more, then you already have a treasure trove of keyword data.

There is a strategy with which you can get more profit from your existing organic sales drivers with PPC.

All you have to do is dive into your own search analytics from the Google Search Console report to find the information you need and set up a well-informed PPC campaign.

You need to find the views and clicks that your best keyword got you.

First go to the Google Search Console.

Then go to Search Traffic >> Search Analytics.

If the Keyword Views do not appear, select the “Views” box.

Analyze the views of the top entries. Then compare these to the keywords with the strongest commercial intent.

Then build your campaign around the keywords that are already getting the most views / clicks. These are the keywords that your customers use to find your products or services.

You can also use the organic and paid search report to find out user behavior and the performance of certain search entries.

The report shows how the adjustments to AdWords bids / keywords or website adjustments affect the visibility of your website.

If you want to see how your paid and organic search results work together, follow these steps to create your paid & organic report.

However, you should be careful with the SEO data.

Ronald discovered a huge discrepancy in one of his customers. He recommends checking the individual reports for outliers.

You can also check out the Multi-Channel Funnel Report in Google Analytics (GA) to get a full picture of how conversions are happening on your website.

You can examine the individual channel distributions of your conversions and sales in the Assisted Conversions report.

If you want to learn more about the ROI of individual channels, check out Avinash Kaushik. He talks in detail about the multi-channel mapping.

Note: You can adjust your PPC bids and bid more on the high quality keywords that drive better conversion rates (you can find this information in the Search Console report).

You can adjust your PPC budget and strategy based on your website's best traffic times. Suppose there is a big increase in traffic on weekends. Then you can test a higher PPC budget on the weekend.

Create Google display ads and remarketing ads to solve your SEO problems

You may know that 80% of searches are informal in nature. That means that people don't always want to buy a product.

You can interpret this data appropriately to show that most prospects are in the upper part of the sales funnel.

Thanks to the constantly changing Google algorithms and the preference for domains and brands with high authority, small businesses have a hard time reaching the top position.

Is there a faster, more reliable way to get quality, relevant leads?

Yes, there is a strategy that works in many niches ...

All you have to do is design an irresistible ad and then place it on the Google Display Network with breathtaking reach.

How does that help you?

If some of the well-ranked websites for competing industry keywords are using display ads to make money, then you can secure your place high.

You will surely be happy to know that most of the pages that rank well on the first page are media brands and companies that rely on display ads.

So let's look at two examples.

A prospect wants to outsource the SEO for his website. He's probably looking for tips to figure out how to get a company to do it.

The first result gets 40% of the clicks. In this case, it's the Forbes article.

What do you see above (and on the right)?

Right, a Google display ad.

When you've created a compelling display ad and positioned it properly ...

... then you can imagine where the person will end up next after reading the article.

I found Econsultancy's article in the top 5 results for list building. Check out the good visibility this Google display ad is getting above.

If you're selling a training product that shows you how to build a mailing list, for example, then you should definitely experiment with a stunning Google display ad.

Next, let's talk about how you can use remarketing to make your content marketing and SEO efforts more effective.

Most first-time visitors to your site don't complete the desired action.

And that's okay too ...

The first time the new visitor gets to know your brand. You can't expect him to be right away conqueredbecomes.

Larry Kim had similar problems with WordStream. He saw low user engagement and a low conversion rate.

In addition, he only saw 3% when searching for the brand name.

Even though Wordstream's SEO and content were good, visitors just didn't get stuck and quickly forgot about the brand.

Due to the meager conversion rate of less than 2%, Larry decided to invest in remarketing to bring the missing customers back to his site in order to improve their brand recall.

In Larry's words:

The remarketing gave us a second chance to make a first impression.

Wordstream designed different audiences based on users who visited different pages.

This segmentation helps personalize the message for blog visitors and AdWords visitors accordingly.

It also helped WordStream tailor their bids to target audiences with different mindsets. A visitor who had used Wordstream's AdWords Performance Grader was easier to convert and should therefore be approached “more aggressively” than a blog visitor.

The length of membership should depend on the length of your sales cycle. Wordstream found that conversions go up as views go up. However, experimentation is essential to get the best possible results. Check out my beginner's guide to remarketing when you're just getting started

Larry and Wordstream ultimately saw a 50% increase in direct traffic (an important indicator of brand recall).

A 50% improvement in returning visitors, a 300% improvement in average session duration, and a 51% higher conversion rate.


When targeting the same customer, you need to focus your efforts and meet their expectations. An integrated SEO and PPC strategy will move you forward and secure you a good spot in the SERPs.

I've addressed a few strategies in this post so that you can finally start combining these two lucrative marketing channels. Just pick one strategy to get started. Wait for the first results and optimize your efforts accordingly.

Have you ever used PPC and SEO together? I would love to hear more of your multi-channel results in the comments.