Every digital marketer’s to-do list includes search engine optimization, content marketing, and pay per click (PPC).
The relationship between SEO and content marketing seems natural -- write good content, optimize your site, and organic traffic spikes. PPC can seem like the outlier, a standalone tactic unrelated to other digital marketing efforts. But a proper PPC campaign can be part of a more complete, multi-channel strategy. Adding PPC to your digital marketing framework enhances visibility and trust in your site and thus figures into your comprehensive, long-term strategy.
Enhanced Visibility, Trust and Control
Brand visibility is essential to SEO. PPC all but guarantees that your brand will be featured on the first search engine result page. Even if no one clicks on your ad, users will see your brand and remember you.
Besides boosting brand visibility, a PPC campaign can elevate brand awareness and trust. As more people see your brand, either in an organic search listing or PPC ad, and then click on your content, search engines become more likely to view your site as a trusted, reliable resource. Trust counts to Google and Bing; a trustworthy company’s organic listings are likely to rank higher on SERPs.
Search engines continually tweak their algorithms, and you have no control over that. These tweaks can affect your organic listings, sometimes drastically. You control PPC ads; they remain the same even when your organic rankings change.
Inform Your Long Term Strategy
Most companies view PPC campaigns as an expense. They generate traffic, but the traffic stops when the ad expires. But PPC, like all advertising, is an investment.
Adding PPC to your marketing efforts will give you a more robust, complete digital strategy and insights you can’t get anywhere else. PPC campaigns provide a new layer of keyword data that can inform your other digital marketing efforts.
For example, PPC data can shed light on the search patterns and terms that your customers and potential customers actually practice and use. These patterns and terms can suggest new ways to group products and even prompt you to take a critical look at your site’s information architecture. Do you have a page correlating to keyword groupings you see in AdWords? Change your site to accommodate customer behavior and to make the site easier to navigate.
As you develop content marketing strategy, think of PPC ads as mini labs. Test language, tone of voice, and content topics in your PPC ads and analyze the results. Find out what works and what doesn’t, and where customer interest lies before you spend hours writing multiple blog entries or white papers on specific topics.
SEO, content marketing and PPC are not separate worlds, but related tactics within an overall strategy aimed at one thing: driving quality traffic to your website.