At first glance, many people look at SEO and PPC and see two completely different and separate strategies. While that may make some sense (you don’t want your copywriters handling bid adjustments!) overlapping the two strategically can net your business some seriously booming results. This time on the Helix House blog, how copywriters and paid search managers can work together to turbocharge your advertising!
SEO and PPC both run on keyword research. When they work together they can cover more bases, and leverage the different strategies to build more robust, complete keyword data. Together they’ll be able to find the PPC and organic keywords with the highest conversion rates, and use those to power the entire campaign – ads and content.
Understanding what common keywords your current site users are using to get to your business can inform your PPC campaigns drastically. That’s the whole focus of keyword research for PPC managers – to find what keywords your customers use to find your service or product, and advertising to them. Organic can provide a wealth of potential keywords to bid on.
You can also use your PPC ads to benefit your organic work! Using PPC ads to test conversion rates of other keywords you’d like to target for organic – this can get you immediate and actionable data on whether or not those keywords are worth working for in the long term.
This is the clearest and obvious win when copywriters and paid search managers work together – you dominate the search engine results pages! Remember for any given keyword the first three or so spots are reserved for PPC ads. When you have your placement there, securing a high ranking page via hard SEO works means your business is now covering like 20% of the first page! You’re bound to get in front of your potential customer’s eyes now and you’ll look like an absolute industry titan and leader because you’re mentioned multiple times.
The PPC ads that perform well have locked in on something vital: they have language that converts. Whether it’s the right keywords or turns of phrases that inspire inquisitive minds to click through they are performing with your audience well. So use it! Use the content of these hugely performing PPC ads to come up with better performing page titles, meta descriptions, and content. Once again the beauty of using PPC ads is that you have almost immediate data to tell you what’s working and what isn’t. Testing titles and metas the usual way (organically) takes a long time.
Paid ads, whether they’re on Google or using social platforms, allow for a huge world of demographic targeting to serve ads to. This is all to help ensure that potential customers are aware of your service/product and that you are marketing to them. It can also reveal interesting results about who in the prospective demographics are really engaging with your product.
Now guess what you can do with that? Pivot your copy and content to those demographics who are responding! It doesn’t matter if it’s an incredibly hyper-specific group of ~100 people in your city – those 100 people are your 100 people! Just be sure to target your other audiences with content as well!
When you approach your digital marketing as a holistic effort those different facets all can feed into and improve each other, like copywriters and paid search managers helping each other reach new audiences, improve SEO strategies and ad conversions.
Need help building a holistic marketing campaign? You know who to call! The Helix House team works together, across disciplines to ensure every avenue of your marketing is firing on all cylinders – and then some!