Pay-Per-Click advertising is, as the name suggests, a form of advertising where you pay by the click. It can be used to instantly drive targeted traffic to your website, and you can also choose to serve these ads to specific geographic locations – such as by country, state, city, or zip code.
Those who oppose Pay-Per-Click advertising (also known as PPC) might say it pales in comparison to the power of organic SEO rankings. To some degree this is true. Organic, non-paid Google rankings get five to ten times as many clicks as Google AdWords clicks.
However, there is no reason to choose one form of Internet marketing over the other, because PPC and SEO work hand-in-hand. PPC is in fact, a very effective short term solution while you’re establishing organic SEO rankings.
PPC even has the power to substantially improve your SEO strategy. So let’s get started, and take a look at how you can use PPC and SEO together, when formulating the most powerful kind of online marketing strategy.
Testing pages before ranking them
As mentioned earlier, SEO can take a while in terms of establishing itself as a viable traffic source. Organic ranking can take anywhere from three to six months to establish minimal results, and up to a year to start seeing more complete results.
On top of that, you might spend all of your time improving the rankings of a page, only to find that it doesn’t convert website visitors into customers. This is why SEO is an ongoing process of keep up with Google ranking algorithm updates (yes, they change their organic ranking formula all the time) and conversion optimization, which involves tweaking you web page to ensure they are triggering the desired call to action.
PPC is an awesome tool for refining and optimizing all of the above.
By testing a page with PPC ahead of time, we can to tell whether or not a certain page is performing as desired.
If the page is not providing you the results we need, we can adjust your search engine optimization strategy and tactics accordingly. This testing can help us compress the organic ranking cycle.
Identifying new SEO opportunities
We also PPC to identify new SEO opportunities.
Google, the king of search engines, is also the biggest player in PPC advertising. In fact, over 90% of Google revenues comes from AdWords, their pay-per-click advertising platform.
As a result, they have the most data in terms of what people are searching for, and what keywords are converting well. They offer this data for free within your AdWords user account panel. It’s called the Keyword Planner Tool and its the most powerful tool in all of SEO.
So how do you we use the Keyword Planner Tool?
You’ll want to identify some of the top search phrases in your niche.
You’ll then want to identify which ones will cost you the most, if you were to use them in your PPC strategy.
You can do all of this using their keyword tool.
These keywords, tend to be the ones that convert people into customers — that’s why they’re so expensive.
If you’re playing the long game of SEO, you can identify these keywords as SEO opportunities, and attempt to rank for them over time. You can do this by creating content that is based on the keywords you discovered.
Identifying keywords that convert is important, because ranking for a particular keyword does not mean much if it doesn’t lead to an eventual rise in sales.
The best of both worlds
If you take the time to learn how SEO and PPC work in their own right, you have the opportunity to experience the best of both worlds.
PPC can provide you with a lot of short-term feedback, in terms of how well certain webpages on your website are performing. The data provided by certain PPC platforms can also inform you of potential SEO opportunities.
You can then use that information to craft a long-term SEO strategy.
Such a strategy which will reduce your need to rely on PPC, whilst still providing you with ample amounts of traffic that converts into revenue.
By combining the two disciplines, you’ll give yourself an edge that most of your competitors lack.
Your Kansas City Google AdWords PPC Experts
We manage millions of dollars in AdWords spend. Few boutique SEO agencies in the MidWest have our level of AdWords expertise and none have out track record in search engine optimization.