You may have heard, from a Marketing Manager and a certain business owner: Between SEO and PPC, only invest in a single strategy!
However, those with experience in Digital Marketing know: combining SEO and PPC investment is the right and necessary strategy for businesses.
SEO and pay per click
Most people assume that these are two completely separate strategies. However, in this article, I will show you how SEO and PPC campaigns can be combined to be able to:
Attract more users
Improve lead
Increase business revenue
And especially, at the end of this article I will also guide you to balance the budget for these 2 strategies! Let's start!
What is SEO concept ?
SEO is the process of optimizing a website to rank higher on search engines for a target keyword.
For example, if I want to SEO the keyword "SEO services" for the website, I will write attractive content containing this keyword, write the title and meta description must also contain the keyword, increase the website speed to load faster and earn links. from websites related to SEO or marketing.
What is PPC?
PPC or pay-per-click ads are ads you often see at the top of the page or along the search results pages of Google, Bing, and Yahoo! (in addition to a number of other search engines and social networks).
This type of advertising is called pay-per-click because the advertiser only pays when a user clicks on the ad.
PPC: advertisers only pay when a user clicks on an ad
PPC advertising is an affordable way to reach new customers.
However, the bid fee for each keyword is different and often very different.
There are some really low-priced keywords, but many have bid prices up to millions of dong per click due to the extremely high competition.
What is Paid Search?
Paid search is a form of digital marketing where advertisers can place ads on search engine results pages. Paid search works based on pay per click you will have to pay for a click on your ads
Does SEO affect PPC or vice versa?
The first question that newbies often ask is:
"Does PPC advertising affect the website's SEO?" or “Does SEO affect PPC ads?”
Theoretically not.
Running PPC ads can't affect your website's SEO rankings and vice versa, SEO rankings will not affect your ads.
However, there are ways to combine both SEO and PPC to optimize the best overall marketing plan. Although running PPC ads does not help improve SEO, it brings some other benefits that indirectly improve the website.
So what is that benefit? I will share in the next part!
How to combine SEO and PPC to improve the website?
Here are 5 ways to combine SEO and PPC ads to improve your website, increase leads and profits.
#first. Increase Search Engine Visibility – Increase Brand Recognition!
Optimizing SEO for the website will increase the chances of appearing on the front page, even reaching the top 1 of Google for one or more keywords.
Plus, you buy PPC ads for those keywords with just enough bids to appear near the top of the page when users search for your keywords.
Applying SEO and PPC for the same keyword will help your website and brand "dominate" the search results and increase traffic to the website.
And most importantly, when your brand appears enough, making users feel familiar with your business, there is a high chance that they will click on your ad to make a purchase.
#2. PPC helps get back missed clicks
You think that if your website has ranked first for any keyword on organic search results, then there is no need to run PPC ads for that keyword anymore?
Is appearing twice on the same page really useless?
Are SEO and Advertising Complementary or Overwhelming?
A study by Google showed that when stopping running keyword ads, organic rankings cannot compensate for 89% of traffic lost from advertising.
So stopping ads will seriously affect website traffic even if your page is ranked #1.
Thanks to PPC, you will get clicks and users' attention back in case the organic rankings are not attractive enough for them.
Even if you are not the top 1 organic search, PPC can still help you bring in traffic from users searching for your products/services with a reasonable budget.
>>> Learn more: What is Traffic ? Top 7 ways to increase traffic for your website effectively.
#3. Remarketing campaigns create opportunities to reach old customers
For example, your website is ranking quite well thanks to SEO optimization and has a good number of users, but these potential customers need more time to make a decision.
You can combine SEO with a form of PPC called remarketing to bring these users back to your website to complete a purchase or conversion later.
It must be divine to remember all the websites I've seen
Statistics show: an average user spends about 5 hours a week shopping online. So most users won't remember your website after just one visit!
Another common situation is that users visit your website looking for products, but exit to think, look for other websites to compare features and prices.
At this point, you will have a hard time getting them to come back and buy the product.
To remind customers to return to buy products, you need to pay attention to track which items they are interested in, then implement remarketing for them about that item!
Because at this point, users have already reviewed the entire product, they will tend to click on the ad to purchase quickly rather than search for the desired product again.
Combining SEO and PPC will now encourage visitors to return to your business website and complete their purchase. Or simply get them to leave information and become a lead.
#4. Use PPC to check the ranking ability of keywords in SEO campaigns
SEO often takes a lot of time and money to research, deploy and test. Sometimes, you will hesitate when you have to put a lot of effort into SEO specific keywords but are not sure if there are results or not.
In this case, you can use PPC to check the keyword's ability to rank.
Just pick a keyword you think can rank high and convert, then run PPC ads for that keyword and see how the results go.
If the results are positive, this is a good signal for you to start optimizing keywords for the website.
If the PPC campaign is not bringing the expected results then you should avoid SEO for that keyword.
PPC is a great way to help you test new keywords without having to invest a lot of time and money to change your website to SEO standards.
#5. PPC and SEO provide a wealth of data to help you make wiser decisions
The ultimate benefit of combining SEO and PPC is providing a valuable source of information for easier decision-making.
is to provide a valuable source of information to make your decision easier.
You can check against metrics from both SEO and PPC including:
Click rate
Bounce rate
User time on web
Conversion rate
That way you can see which keywords bring the highest conversion rates or attract users to your website, where they can then purchase or become a potential customer.
This will help you make wiser decisions about your marketing strategy and future website changes (if any).
You can get separate data from PPC and SEO, but using both methods will give you twice as much data to make more informed decisions.
At this point, you have understood why SEO and PPC can be combined to bring optimal results for businesses.
As promised at the beginning of the article, right in the next section I will give you a guide to allocate the right budget between SEO & PPC.
Budgeting Guide for SEO and PPC
When making Internet marketing plans, almost every company prioritizes ideas for search engine optimization (SEO) and pay-per-click (PPC) advertising.
Marketers and business owners say that combining these two strategies can produce more results than expected.
In other words, SEO and PPC are two integral parts of a successful online marketing strategy.
But how do you balance your marketing budget for both of these strategies?
The answer depends on 3 factors:
What are the strengths and weaknesses of SEO and PPC?
How to exploit the strengths of each strategy?
And, more importantly, when to use each strategy?
In general, PPC will help you achieve short-term goals while SEO will be more suitable for achieving the long-term goals of the business.
Short-term campaign budget allocation: Focus on PPC
To achieve the short-term goal, the budget spent on PPC accounts for 60-75%, the budget spent on SEO accounts for 25-40%.
A guide to budgeting for short-term PPC and SEO goals
Step 1: Implement PPC
For startups or new businesses setting up a website, attracting a large number of users to the web and building an online brand is important to do.
Even at the very beginning of your Internet marketing plan, your website is completely empty, has no interesting information to hold visitors and has no advantages to exploit.
Then, PPC is the fastest way to increase your website's presence for users.
PPC allows you to pay to show up in search results for certain keywords that are important to your industry. So instead of relying on your website's strengths, you have the flexibility to balance your marketing budget to bring in better traffic.
Basically, the first stage is always the time to invest a lot of money in PPC campaigns to ensure you can get the traffic you want.
Instead of running PPC ads continuously, ask yourself: What time of day do you get the best traffic?
Then limit your PPC runs, optimally to those hours.
This simple approach to PPC may not provide a lot of traffic or cost a lot, but it is the basic first step required for PPC campaigns.
As you grow bigger, you can invest more in your PPC budget and get a high ROI in return.
Step 2: Deploy SEO optimization website
Once you have a new source of traffic from PPC, you can immediately jump into the SEO strategy, including the steps
Research website content strategy
Deploy outline and create content
Publish content on your website and optimize Onpage
In addition, it also includes learning link building techniques (link building offpage) to be able to create trust (Trust) in the industry.
Make sure the content you create on your website shows visitors that your business is a trusted name in the industry. Above all, show Google that you're an active online presence, so they'll recommend you in relevant searches.
The links you acquire during this stage form the foundation of your search engine credibility. Each link you receive is a vote of confidence that tells Google and other search engines that you are a source of quality, interesting content.
And when you get those links from other reputable sources, your SEO strategy will flourish.
Long-term campaign budget allocation: Focus on SEO
FINANCIAL DISTRIBUTION: 25% – 40% PPC, 60% – 75% SEO
A guide to budget allocation for long-term PPC and SEO goals
When you get higher rankings from SEO, you won't have to rely so much on PPC.
So, instead of paying for traffic to your website, you now need to implement SEO to get free traffic from Google itself!
PPC
With long-term campaigns, you can reduce your reliance on PPC and only target highly competitive keywords in your industry. That will save you a certain amount of money but still get the same level of traffic (or higher) as before.
Plus, you can now use PPC campaigns to target potential keywords to expand online search.
So, if you previously had keywords that you wanted to target, but didn't have the budget to do so, you can start implementing them now.
This is a great way to help you get more traffic from various sources contributing to the growth of your business.
SEO
With long-term campaigns, your website must have a strong enough SEO implementation. Your website needs to have links from other websites and also rank well in search engines for keywords and search terms that attract customers.
However, you should constantly work to maintain and improve those rankings by taking your SEO strategy to the next level.
With a solid foundation in high-ranking content, you can now expand your SEO reach by repeating the process from before: Generating new ideas, building content, and publishing content on your website.
As you keep repeating this process, you'll create even more opportunities for your site to show up in search engine results.
Remember, the secret to successful SEO is to keep creating new, engaging content and getting links from other sources.
That way, search engines can see you in action, users get something of value from your creation, and from there, your web can continue to grow more sustainably.
Don't have enough resources to implement SEO yourself? Do not worry! Overall Website SEO at GTV with the right keyword SEO price, will help your business break through Google rankings in the safest way!
Conclude
SEO or PPC both bring different impacts on your growth strategy. Combining SEO and PPC complement each other is the perfect solution for projects that need comprehensive development.
I hope that my above sharing has provided you with a lot of useful knowledge.
Good luck!
#gtvseo #gtv_seo #ket_hop_seo_va_ppc
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