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5 reasons why you should combine SEO and Google Ads

Is it worth running an SEO and Google Ads campaign at the same time? Instead of wondering which tactic will be better, it is worth joining the forces of SEO and PPC advertising. Not only will the advertisements not be cannibalized, on the contrary – you will increase the chances of reaching the client, build a rich knowledge base about them and optimize the budget. See why you should combine SEO and PPC.

How is PPC different from SEO?

SEO, or positioning, is about building high page positions on Google through optimization. While it does result in organic search visibility, it is not a free activity. We spend the budget on website optimization: technical, content, offsite optimization, analytics, as well as activities that are to increase the chances of obtaining sales from traffic.

The PPC campaign, and in this particular case, the Google Ads campaign on the Search Network, is an advertising in Google search results. In the case of SEO, we talked about showing up in organic results, while ads are paid search results. The ads always appear at the top and bottom of the Google search results page, so they are the first thing a Google user sees. We pay here for clicks on an advertisement and, if we cooperate with an agency, for servicing the campaign.

After these short descriptions, we can notice the differences and similarities in both campaigns – SEO and PPC. There are, of course, many more.

Are the PPC and SEO effects interdependent?

Since we already know that positioning and Google Ads are very different, the question arises whether PPC campaigns have a positive impact on the effects of positioning and vice versa.
Directly – no. High ad positions will not lead to better results in positioning, and a well-positioned page does not guarantee great Google Ads results.
However, indirectly, it can be said that actually running an SEO campaign brings some benefits in running Google Ads campaigns and vice versa, so it is worth combining them. What are the benefits?

Why is it worth combining PPC and SEO

1. PPC produces results faster than positioning
Positioning allows you to optimize the costs of website promotion in the long run – the effects are getting better and the monthly fees are fixed. However, before we enjoy this privilege, it may take a year, or even longer, depending on factors such as the competitiveness of the industry or the state of website optimization at the beginning of the activities – we wrote about it in the article: How long does website positioning take. A Google Ads campaign will be perfect here, which will bring results in the form of visits to the website from Google practically from the moment of configuration and payment of the budget for clicks. With time, when SEO starts to convert, you can change your strategy and leave only the best converting phrases and ads in the campaign, or focus on phrases for which positioning the website for various reasons may be very difficult or impossible. Proposal? Both at the beginning of activities and over time, combining positioning and PPC advertising allows you to effectively reach the customer and expand your reach.

2. Dominance of search results
Is it worth showing the same phrases in both paid and organic search results? Google cites research that shows that opting out of advertising will not make the same potential audience click the link in organic search results. Users have different preferences and don’t always approach paid and organic search results the same way. For some websites it is trustworthy in organic search results, for others the advertising budget is a confirmation of the company’s reliability and reputation. So if you’re displaying the same phrase in both places, it’s worth checking if clients of different types are converting from both. Resigning from one channel in such a situation may have a negative impact on the results. In a word – it is worth trying to dominate the search results by investing in both channels at the same time.

3. Access to larger data resources from PPC
Testing in positioning is more difficult than in Google Ads due to the longer waiting period for the results. By making any modifications to the campaign, we will not evaluate their effectiveness from week to week. So let’s learn from PPC campaigns and what works for them. What to look for?

The effectiveness of phrases in the Google Ads campaign
The Google Ads campaign can be an additional tool in the selection of phrases for positioning. Of course, we do not recommend running campaigns only to test the effectiveness of phrases, but rather to draw conclusions from campaigns conducted for sales purposes. Worth judging:
– the actual popularity of phrases – the tools tell us the popularity, and will it actually translate into page views and visits?
– the effectiveness of phrases in obtaining conversions – popularity is one thing, an effective phrase should primarily support the achievement of goals such as obtaining sales, inquiries, account registration, etc. If the phrase generates large traffic and thus high costs, but does not lead to conversion, it is worth considering reducing its priority, treating it as an additional phrase in SEO,
– the presence of guide phrases – if in the Google Ads panel we notice that users click on the ad after entering a more extensive version of the phrase, in the form of a question for advice, it is worth considering such phrases when building a company blog on the website; while in Google Ads such phrases are not desired because they draw the budget and are far from conversion, they will work well in positioning.

Landing page content effectiveness in a Google Ads campaign
It’s a good idea to analyze whether the users who come from your ads can complete your goal without any problems. It may turn out that despite high traffic, the website does not sell at all. There can be many reasons, it is worth looking at such aspects as:
– technically correct operation of the website,
– page loading speed,
– content with sales values,
– comprehensive information resources needed to make a purchasing decision.

Thanks to this analysis, we will not make a mistake in planning content for positioning. In SEO, we would have found out about the ineffectiveness of content after many months, so that would be a much more costly mistake. Thanks to Google Ads, we can check what language, what arguments, what story reach the recipient and motivate him to buy.

An additional aspect is the effectiveness of advertising content. If they attract a lot of traffic, it is worth following them when preparing the title and description. We also know immediately what the promises work and what catches the eye of Google users.

User preferences
On the one hand, it may happen that users clicking on paid and free search results are completely different types of people. However, we assume that since they enter the same phrases and have the same goals, they can be considered one group of recipients. What can you learn about PPC users and then use them in SEO? E.g:
– what devices are users using,
– what devices do users convert from,
– where the converting users are located,
– what the bounce rate is generated by individual ads / phrases,
– what is the percentage of exit from the landing page.

Thanks to such analysis, we can anticipate some problems that the user encounters in advance, e.g. a malfunctioning website on smartphones. We can also see if the website has the potential to retain the recipient and encourage them to continue browsing, or if the landing page is the last thing the user sees.

4. Remarketing as a tool that maximizes the effects of positioning
Search engine optimization gets a lot of traffic, but customers need time to consider options before deciding to buy. Visits from Google, thanks to SEO, are often the first source of interaction with a potential customer, but not necessarily a direct source of conversion. How to make such a user come back to us when he is ready? A remarketing campaign can help. In Google Ads, we can set up not only classic remarketing with a universal message motivating you to return. There is also dynamic remarketing that shows users exactly the products they viewed in the store. With such an advertisement, it’s really hard to forget that you wanted to buy new shoes or the latest book.

5. Possibility of realizing many goals in SEO and PPC simultaneously
Positioning works great as a tool for long-term promotion of the company on Google. As you have to wait for the effects, there is no question of positioning the website for the sale, which starts in a week and lasts 3 days. Here, instead of SEO, it’s better to choose a Google Ads ad that will immediately reach the right audience. It can therefore be assumed that SEO pursues long-term business goals, while Google Ads allows you to promote sales campaigns, recruitment advertisements, and news.

Summary

With a low budget, the question of what to choose PPC or positioning is justified. However, if we have a budget and want to intensively promote business online, a combination of both types of promotion is advisable. Not only will we increase the efficiency of operations and see increases faster, but we will also have access to a wide range of data from Ads campaigns for the purposes of positioning. Combining ADS and SEO is a good strategy.

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