PPC and SEO: A Perfect Pairing
Okay, we know you’re used to seeing an article strictly on PPC, but we’d be remiss not to acknowledge what a perfect pairing SEO and PPC make. Separately, PPC and SEO are terrific ways to market your business and secure new conversions while managing your brand. Together, however, PPC and SEO are an advertising powerhouse.
PPC ads offer a fast and targeted way to capture new customer’s attention by displaying your ad along the very top and sides of the Search Engine Results Page (SERP). These ads let you customize the headline even including the particular keyword or phrase that your customer used to find your ad. Using the ad text you can quickly inform customers of the latest specials: “15% Off of New Orders” or “Free Shipping”. Your PPC ads should also be targeted to land directly on the appropriate page so that your customer is offered a seamless solution to find the product or service that you are selling. Contact information or an online checkout should be easily identified so your new customer can wrap up their purchase quickly.
But what about the consumer who is a bit more curious about your competitors, or takes their time reading through every PPC ad and organic listing on the SERP? To best make use of all the advertising space that you have at your disposal, and the precious seconds potential clients are using to decide where to click, bolster your business’s success by adding SEO to your SEM marketing agenda. When roaming eyes skip over your sponsored search ad and land on your organic listing you’ll increase your likelihood of a sale by at least 50%.
Consider another probable scenario that we often see: Your curious customer clicks on your sponsored search ad liking the deal that they see, but using their browser’s “Back” button they exit your site and return to the SERP making sure they have landed on the best deal. As the curious, bargain-hunting customer scans the page they see your organic listing which takes them to the same page as your PPC ad and offers the same discount. This curious, price-conscious potential just became a real prospect for your business.
No one advertising solution is the same for any business, but when it comes to advertising on search engines, the message is simple: more is more...and less is less. More coverage means more exposure for your business and more listings mean more ways your customers can get in touch with you to make that sale. If you’re not combining the talents of your advertising agencies, SEO, and PPC production teams your business is missing out on the winning combination of search engine marketing.