Most web designers and their clients tend to think of pay-per-click advertising and organic search engine optimization as living on different sides of the street. They are both designed to bring targeted traffic to a website, to be sure, but they are usually treated as completely separate disciplines.
There are some good reasons for this, given that configuring a PPC campaign is much different than optimizing a website for organic search traffic. However, what many marketers overlook is the fact that PPC and organic SEO don’t just work well together, but paid search advertising can be used to improve the results you get from your unpaid search campaigns.
Let’s take a look at a few of the ways you can use PPC to give your organic efforts a permanent boost…
PPC Can Give You a Fast and Cheap Keyword Testing Platform
Many business owners follow their gut instincts when choosing keywords to focus their organic efforts on. But even with intensive keyword research, finding the right search terms to target can be a hit-and-miss proposition. Using PPC ads, on Google and elsewhere, you can test different words and phrases to see what kinds of traffic they bring. And, you can set those tests up quickly, and with very little expense.
You Can Use PPC Ads to Fine Tune Your Landing Pages
One of the biggest disappointments for marketers going through the trouble of arranging an ongoing and successful search engine optimization campaign, only to discover that it doesn’t result in conversions. In those situations, the problem isn’t always with the search terms being targeted; sometimes the issue is with the performance of individual landing pages. With PPC campaign in place, you can test different layouts and messages ahead of time, so everything will be optimized for conversions when organic search traffic starts to show up.
PPC Campaigns Can Bring Around Return Visitors
Another way you can use PPC to assist with organic search visibility is by providing lots of information and insight on your webpages. When you do that, there is a natural tendency for paid visitors to “bleed” back into Google’s search box. That is, they may visit your site once, and then Google your company’s name (or a more generic keyword) at a later date and click through to your website as a result. That sends a signal to Google that your website is a valuable destination, and improves your search visibility.
Ads Can Draw From a Different Audience
There is some evidence to support the idea that researchers tend to use organic search, where as buyers click on ads. This isn’t a hard-and-fast rule, of course, but it points to the possibility that PPC ads can help you draw from a different audience than organic search engine optimization can. In fact, you may find that your paid traffic converts at a higher ratio or percentage than visitors who come from other means.
PPC Gives You More Visibility
In the end, search engine optimization is all about getting more online visibility for your company. Even when it’s successful, it’s not necessarily a bad idea to have paid ads showing within a set of search results for targeted keyword or phrase. After all, it’s one more point of exposure, and makes it slightly more likely that a potential customer will find your website instead of a competitor’s.