At first blush, Pay-Per-Click (PPC) seems like a simple way to garner marketing exposure for a nominal cost. Marketing agencies in the know have discovered it is much more. Your SEO effectiveness, Organic Search Rank, and advertising ROI grow by leaps and bounds with the application of a well orchestrated PPC campaign. Not convinced? Here’s how it works its marketing magic.
Your PPC uses similar target keywords to SEO for your original content. Instead of playing a game of pin-the-tail-on-the-donkey with the right keyword combinations, your PPC ads jump to 2nd or 3rd on most search engine results pages (SERPs) when you hit on that winning combination.
You don’t have to be number one if your ad comes up above the fold below the top result. This is highly coveted space, and if your SEO keywords for your content and the PPC align well, you will start seeing more above the fold time. More visibility means more clicks, and those clicks directly translate into leads and sales.
If you are ranking up quick on SERPs thanks to PPC, that means you can use the performance analytics of your PPC keywords to help improve the SEO of your content. Instead of relying on just one set of analytics results, you now have twice the test pool to select just the right keyword combinations.
Got a specific target audience in mind for your marketing? Facebook and similar social media sites allow you to select specific ad demographics from user profile data. You may not cast as wide a net, but these targeted ads are much more likely to garner clicks, leads, and sales.
These ads are an excellent way to refine what keywords to include in your organic keyword strategy. Analyzing the conversion rate of ads with specific keywords and organizing them by success rate lets you fine tune your SEO strategy even further and faster. Because PPCs garner more clicks and conversions than regular SEO to increase SERP rankings, you can easily analyze the impact and success rate of those keywords faster than you would otherwise.
Need help with your PPC campaign? Contact the experts at Virteom, and let us help you get the most out of PPC for your marketing strategy.