SEO & PPC: A Marketing Match to Add to Your B2B Strategy

February 8, 2021

Category: B2B Strategy, Content Marketing, Marketing Tips, PPC, SEO


4 Ways SEO and PPC Work Best Together

 

Have you analyzed your marketing budget?

 

Are you trying to figure out what is the best way to gain views, clicks, or an audience to your website?

 

Which is better for your marketing campaign, PPC or SEO? Depending on your budget, you can have both!

 

SEO and PPC give you the opportunity to be reached by customers online on SERPs (Search Engine Results Page), but while they accomplish a similar objective, they don’t always have to stand alone.

 

In honor of Valentine’s Day, we felt it best we introduce you to our favorite power couple who can help you generate content and leads you need.

 

What Is SEO?

 

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SEO stands for Search Engine Optimization, a practice used to increase the quantity and quality of traffic to your websites through organic search results. “Organic” means that you don’t have to touch your marketing budget for this one as no ads are needed here.

 

Did you know: About 64% of marketers actively invest time in search engine optimization (SEO). (HubSpot, 2020)

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The overall end goal for SEO marketing is to utilize a set of strategies for your company to appear as one of the top results on a search engine like Google, Bing or Yahoo. You may be asking how you may be able to do so.

 

You can utilize optimized keywords and phrases, simplified URLS and clean, organized content to try and pull the ranking on a search engine. If you need tips on how to develop your website or how to enhance your pages, read our blog on how to help your website rank higher.

 

No one ever said SEO was easy; results may take a bit to develop but with hard work and some trial and error, the results you want will come in due time.

 

Ready to Optimize your SEO for your B2B Marketing Strategy?

 

  

What is PPC?

 

 

PPC stands for pay-per-click, a form of internet marketing in which you create an ad and pay a fee each time one of your ads is clicked. PPC is not free, but if you have a good enough marketing budget and understand keyword utilization well enough, this is an option many companies use to “buy their viewers”.

 

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Did you know: Ad spending is increasing. According to SocialMediaToday, 72 percent of marketers are spending more on social ads in 2018 and 60 percent of marketers are spending more on text ads and mobile ads in 2018.

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One of the most popular PPC advertising systems used is Google Ads. The platform allows businesses to create ads that will appear on Google when someone searches for a specific keyword.

 

For example, if you type in a search on Google for “pet + groomers”, Google will pull all of the most relevant searches for pet groomers and populate them in your feed.  However, for those companies that use PPC, their ads will pop up at the top of the search criteria.  As you can see in the example below, Petco’s ad is the number one option at the top of a search for “pet groomers”.

 

Screenshot of example Petco Ad

 

Every time someone searches something on Google, it digs through a pool of advertisers and picks a “winner” to be featured on their ad space in the results page. The winner is chosen based on their CPC bid and Quality Score – a score that takes into account your relevancy, page quality and click-through rate.

 

CPC means cost-per-click; the campaign you create with Google Ads will ask you to set a maximum cost per bid – which will increase your chances of being chosen.

 

If you are interested in mastering Google Ads, why not try to earn a certification in it – For Free!

 

4 Ways They Work Best Together:

 

While both SEO and PPC accomplish a similar objective, they don’t have to stand alone. Utilizing both will help you reach your customers who are on the search for a solution your company can present.

 

Here’s how having both SEO and PPC helps you:

 

Increases visibility

 

Once you have both organic and inorganic search results available – you are going to see a significant rise in your website’s traffic. This will build up your website’s credibility as it will appear multiple times on the first page of a search.

 

For the following search on Google for “printer”, Office Depot’s PPC ad populated first.

 

Example office Depot Ad

 

Scroll down the page a bit further, and you can see Office Depot as an organic search result for the keyword “printer”:

 

Organic Office depot search result

 

This may be ideal for a company that may be trying to find a way to battle a negative Google review, as it will make you seem more credible.

 

Double Your Analytics

 

PPC and SEO give you different information from their campaigns, but most of the results from the campaigns will provide you a deeper insight to your audience and customers. This information can be used for later ad campaigns and future content development.

 

Analyze your keyword data and find out what organic and PPC keywords have the highest conversion rates for your product or service. By reviewing your two sets of analytics, you will learn how to optimize both marketing strategies to increase views, leads and customers.

 

Play the Short & Long Game Simultaneously

 

PPC is considered the quick fix to increasing traffic to your website, while SEO is a slow burn that will pay off with strong results over time. Though PPC requires a payment for use, it guarantees being on the front page of the SERP, and SEO will result in long lasting results with a little patience and effort.

 

SEO vs PPC heart infographic

 

You can even create an integrated strategy through PPC and SEO.  You can test your set of keywords through PPC before committing them to your long-term SEO strategies.

 

Bounce Back from High Bounce Rates

 

One of the largest missteps of PPC campaigns is receiving high bounce rates once a visitor enters a website – meaning you lose out on the money you put on that advertisement. A Bounce Rate is a percentage of people who land on your website and idle on the page they entered or leave the site.

 

A reason they may not do anything on the page can vary from a variety of things – graphics, poor organization, bad content and so on. But if you have an organized SEO strategy alongside PPC, you have a chance to battle those bounce rates.

 

With a proper SEO strategy, your website should have substance and data-driven content relevant to your searchers. That means your visitor is more likely to stick around and hear what you have to say.

 

PPC is only as good as the content it directs to. Be sure to have a strong SEO strategy in place if you plan on utilizing both.

 

Choose a Dynamic Duo for Dynamic, Process-Driven Results

 

Why not marry your two strategies? They seem like a match made in marketing heaven as both work best together.  Also, research shows that nearly 75 percent of B2B searchers click on organic search results first over a paid ad.  However, in terms of paid advertising, 12 percent click on top-sponsored links first.

 

That doesn’t mean that you should necessarily disqualify using PPC from your marketing strategy.  If you want click-through from PPC, spend the money to rank well.  Boost your budget slightly and you will see significantly higher returns on your PPC campaign.  Once people go to your website via your ads, that’s where the SEO will need to be strong and effective.  You can keep your target audience engaged on your website with well-researched, SEO-rich tactics.

 

Reviewing your data, testing your strategies on one another, and creating a strong unison will bring the viewers, leads and customers your company needs.

 

Want to learn more ways to improve your B2B lead communication? Read our blog on CRMs to find out more.