Getting the most out of PPC and SEO


By Kat Williamson

Monday, 10th October 2022

Digital marketing contains a lot of different moving parts, which means you’ve always got to stay on top of the latest trends, constantly experiment to see what works best and find new ways to reach your target audience.

But perhaps one of the most important elements of a successful digital marketing strategy is making sure that your PPC and SEO efforts are working together. 

PPC and SEO are two sides of the same coin. PPC (pay-per-click) ads are a great way to get immediate results, but they need to be supported by a strong SEO (search engine optimisation) strategy if you want those results to be sustainable in the long run.

Here’s a look at why it’s so important to ensure that your PPC and SEO efforts are working together:

SEO provides the foundation for PPC success 

Paid ads are only as effective as the foundation they’re built on. In other words, if your website isn’t optimised for search engines, your PPC ads aren’t going to do as much good. That’s because people who click on your ads will land on your website, and if they don’t like what they see there, they’ll just click back to the search results and find someone else to do business with. 

Google also assigns a quality score that affects how your PPC ads perform, as well as your cost per click (CPC), and there are several factors that will have an impact on this score. These factors include your click-through rate (CTR), the relevance of each keyword to its ad group, landing page relevance and quality, how relevant your ad text is, and your historical Google Ads account performance. A site that is well-optimised for SEO is likely to have a higher quality score, and therefore your PPC ads are likely to perform more efficiently.

PPC can help you fine-tune your SEO strategy 

If you want your SEO efforts to be successful, you need to ensure you’re targeting the right keywords.

Although using PPC isn’t the only way to discover them, running PPC ads can be valuable in helping you find high-converting keywords. By monitoring which keywords result in people clicking on your ads, you can get valuable insights into which keywords are worth targeting with your SEO strategy. 

PPC and SEO complement each other 

Paid ads and organic search results both have their unique benefits.

Paid ads are great for reaching people who are already interested in what you have to offer, and organic search results can provide an ongoing stream of targeted traffic without costing you the earth. However, the best way to get the most out of both PPC and SEO is to use them together as complementary components of your overall digital marketing strategy.  

Paid advertising and organic search engine optimisation are two essential ingredients for any successful digital marketing campaign. While they each have their unique benefits, they work best when used in tandem. If you want to get the most out of your PPC and SEO efforts, make sure you’re working towards common goals and using each other’s strengths to supplement any weaknesses.

If you’re finding it difficult to get the most out of SEO and PPC, why not let us do it for you? Our team of experts can help you determine the right approach and create a plan that makes the most of these two powerful strategies. Contact us today to get started!

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