How to Combine SEO and PPC Marketing Efforts


So, you’ve decided to perform an SEO and PPC campaign simultaneously? On the surface, the benefits of doing both campaigns at once outweigh doing them separately.

However, there are some downsides that could affect the outcome of your marketing campaigns. You don’t want to waste your time and money if the campaigns aren’t profitable. Performing the campaigns effectively and correctly is paramount to success.

We’ve written this article to address concerns about running simultaneous PPC-SEO campaigns and expose some of the secret tactics marketing experts use to ensure success for their clients. Before we get to the tips, let’s cover what each type of campaign is and some of the benefits of combining these initiatives.

What is SEO?

SEO, or Search Engine Optimization, is the process of optimizing a website so it ranks higher on search engine results pages (SERPs). SEO aims to earn organic or unpaid traffic from Google and other major search engines. A successful SEO campaign will increase website visibility, leading to more traffic and, hopefully, conversions.

What is PPC?

PPC, or pay-per-click advertising, is a type of digital marketing where businesses can display ads on SERPs and only pay when someone clicks on their ad. The goal of PPC is to earn paid traffic from Google and other major search engines. A successful PPC campaign will increase website visibility, leading to more traffic and conversions.

What are the benefits of combined SEO and PPC?

The most obvious benefit of combining SEO and PPC is increased traffic to your website. Optimizing your website for search engines and running a PPC campaign increase your chances of being seen by potential customers.

Another benefit of combining SEO and PPC is improved ROI. Because you’re driving more traffic to your website, you’re also increasing the chances of earning conversions. If your campaigns are effective, the increased traffic should result in more sales or leads, which means a higher ROI for your business.

Lastly, you can get more insight into what’s working and what’s not by running  simultaneous SEO and PPC campaigns. By tracking the performance of both campaigns, you can monitor which keywords are driving traffic and conversions and adjust accordingly.

Now that we’ve covered the basics, let’s get into tips for running a successful SEO-PPC campaign.

Use competitive and expensive PPC keywords in SEO content

Utilizing competitive and expensive keywords in your content allows you to free up your PPC ad budget, according to Digital Authority Partners. By ranking for these keywords organically, you can avoid paying for them in your PPC ads. This will allow you to save money and generate more organic traffic to your website.

To find these keywords, start by looking at your PPC campaign data. Look for keywords that both have a high cost-per-click (CPC) and are generating conversions. Then, use those exact keywords in your SEO content so you can rank higher for them in SERPs.

These keywords are typically highly competitive, so it’s essential to use them throughout your content, including in the title, meta tags, header tags, and body copy. Using these keywords strategically can improve your chances of ranking higher in SERPs.

Share data

Data sharing is essential for a successful SEO-PPC campaign. By sharing data between your PPC and SEO teams, you can better understand which keywords are driving traffic and conversions. You can then use that information to adjust your campaigns.

For example, let’s say you notice that a particular keyword generates a lot of clicks but not many conversions. You can then adjust your PPC ads to focus on different keywords or change the copy to be more effective. Alternatively, if you see that a particular keyword is driving a lot of organic traffic but not many conversions, you can use that information to improve your website’s content and, hopefully, conversion rate.

Sharing data between your PPC and SEO teams can help you run more effective campaigns and improve your overall ROI. Lastly, data can be employed to optimize your customer journey.

Optimize your PPC ads for competitive organic keywords

Similar to tip number one, but you’ll want to do the inverse for your ads. There isn’t much else to say here other than to reiterate how vital this tip is for your campaigns. You’ll beat out competitors who don’t have the budget for both campaigns while improving your site’s reputability.

Retarget past visitors

Retargeting is a great way to bring past visitors back to your website and can help you increase brand awareness and conversions. Plus, an increased brand awareness might lead to forum marketing, a completely untapped social proof method.

When someone visits your website, you can place a cookie on their computer to show targeted ads when browsing other websites. For example, if someone visited your website but didn’t make a purchase, you could retarget them with an ad for the product they were interested in.

Retargeting is an effective way to improve your chances of making a sale or generating a lead. It’s also a great way to enhance brand awareness for your business.

Monitor and modify your SEO and PPC campaigns regularly

To run a successful marketing initiative, you must monitor your campaigns regularly and adjust as needed. By doing so, you can ensure that your campaigns are effective and generate the results you want.

SEO and PPC are no different. You should be monitoring your SEO rankings and organic traffic levels regularly. If you see a sudden drop in traffic, it could indicate something wrong with your campaign. Alternatively, if you see a significant increase in traffic, it could mean that your campaign is working well, and you should continue what you’re doing.

The same goes for your PPC ads. You should monitor your ad spend, click-through rate (CTR), and conversion rate to see how well your ads perform. If you see a decrease in performance, it could be due to changes in the algorithm or competition. Alternatively, if you see an increase in performance, this indicates that your current ads are effective and you should continue running them.


SEO and PPC are two of the most effective marketing channels available. And while these marketing initiatives can be used separately, they work best when used together. By following the tips above, you can ensure that your SEO and PPC campaigns complement each other and generate the best results for your business. Effectively implementing these campaigns will set your business up for success.

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