Regardless of digital marketing team size, pay per click and search engine optimisation campaigns working together can result in the best project. When these two terms work together they provide more opportunities to get more insightful and informative data rather than working separately. They have one common thing that is:
Common keyword researches
Key phrase research is the common key between both PPC and SEO terms. Both PPC and SEO teams perform keyphrase research as an initial step of any new marketing campaign that is the foundation of search marketing strategy. These keyword researches let you match the related key phrases, which users search for finding desired content on your website.
PPC keyphrase research may consist of thousands of keyphrases while search engine optimisation research may include two hundred or more keyphrases depending on any project size. PPC keywords are usually used to create the best ad copy and SEO keywords are employed in Meta data, on page content and link building.
Increase traffic without increasing PPC budget
You can analyse pay-per-click search query data for discovering the terms, which are driving lots of paid traffic. Search engine optimisation team can concentrate on these keywords for integrating them in the optimised content. In this way, your traffic will increase definitely, and you do not need to increase your PPC budget. In some areas PPC outshines SEO – really well and it has always worked out for the customers I personally work with.
PPC outshines SEO in testing
You can get the best result with both PPC and SEO; both are important but in one area PPC outshines SEO that is testing. All the tests that are performed, whether they are in terms of preferred keyphrase, design, and achieved results are highly beneficial for both teams.
Why SEO & PPC campaigns should run together?
Most of the people have questions whether SEO & PPC campaigns should run side-by-side. The answer is yes, because Google has said on record that running a pay-per-click ad with an organic listing may be very useful. Google also revealed in a study that how the organic clicks number change whenever PPC ads are there and when they’re paused or turned off.
It was also found that about 89 percent ads were incremental; it means that all the visits to a site of advertiser would not have happened without the advertising campaigns. You can check impact of running PPC & SEO campaigns together on your site by value-per-click calculation for defining the investment level.
Many people do not realise that PPC and SEO are essential to each other but, the reality is SEO is not considered complete without PPC. If, as a marketer you insist on only doing SEO then you are missing a lot (This is my personal opinion though).
Both teams can work together in an agency or house but, one thing is very important while working together is, share insights. If you always share insights you would never miss any opportunity and you can also avoid duplicate work