We have previously discussed how SEO and PPC can work together to achieve better results. However, we’d like to delve even deeper into the topic of how SEO (Search Engine Optimisation) and PPC (Pay-Per-Click) can work together. While SEO and PPC don’t directly influence or impact each other, you can use PPC data to influence some of your SEO decisions and strategy. We have compiled three actionable changes you can make in future digital marketing campaigns or strategies that will dramatically impact the efficiency of your efforts.
Fine tune your SEO and PPC efforts with these 3 tips:
Review Your PPC Click-Through Rate (CTR)*
This metric is great for determining relevance – specifically, your relevance to a wide audience. You can see how many people are taking an action (e.g. clicking) compared with how many people any given ad has reached. In an ideal world, we want to reach a wide audience and have the maximum number of clicks (or actions) possible. For an ad to be considered unsuccessful and not relevant to an audience, it will achieve fairly good reach and the number of impressions may be high, but it will have a low click-through rate (CTR).
When you have built up a better picture of what works and what doesn’t for your ideal user or customer, you can then conduct further analysis into which specific paid ads are producing the highest potential return. By this we mean, you can start to gain a better understanding of what ads are working, and those that are not – allowing you to tailor and change the ones that aren’t striking a relevant cord with your ideal audience. Therefore, by reviewing your CTR you can fine tune and make your PPC efforts more efficient.
Now, you may be wondering how this relates to SEO? How can reviewing CTR help with SEO? By determining and refining your relevance to a wide audience, you’ll have a better understanding of what makes them ‘click’, literally. Most crucially, you’ll know what language to use, and which to avoid. If you want, you can use this data analysis to inform your future copy decisions.
When we align our advertising and web copy, we can better tailor it to our audience and customer needs. For example, if users click on an ad which talks about ‘beating any quotation’, then they are intrigued by this offering from our business. At the same time, they may be sceptical of us: can and will this business beat any quote?
At this stage in their user journey, they want to find out more about this appealing offer. In particular, we want to prove our integrity, and show that this is not a click-bait ad or any form of false advertising. When users click-through to a webpage from a paid ad, we want that page to mention, or have similar copy to the one detailed in the initial ad. Aligning this copy means users are less likely to exit the page, they will feel satisfied with their click and read on. Yes, it’s important to increase web traffic, but it’s more effective to drive relevant and interested traffic to your site. The proof is in the conversion pudding.
*Unsure what your click-through rate is? It is the number of clicks divided by the number of impressions. For example, if you had 1,000 ad impressions and 50 clicks from that ad, then your CTR would be 5%.
Eliminate Low-Performing Keywords
PPC advertising allows you to analyse which keywords are attracting the wrong, or right type of web traffic, new visitors and people. When you have identified which keywords attract the wrong type of traffic, you can eliminate these from your PPC campaign, as well as on your website and from your SEO strategy.
There is a common misconception that ‘any and all’ keywords relating to your products or services will achieve maximum reach and better target potential users and customers. This is not true. Yes, your reach will be varied, but it’s not an effective strategy. Only relevant keywords will produce the results. Let’s explore this further: if your business is in ‘hair waxing’ you don’t want your website or ads appearing to people searching for ‘car waxing’ or ‘wood waxing’. Your business isn’t relevant to them and the services they require.
To improve your keyword relevance in both your SEO and PPC efforts, it is advisable to look into removing low performing and irrelevant keywords from the SEO optimised copy on your website, as well as from your PPC campaigns. This will help refine your digital marketing strategy, ensuring that your strategies only focus on keywords that produce results, and are, above all, relevant to your intended audience or customer.
Optimise Copy for Relevant Keywords
Successful PPC campaigns produce quality leads and drive increased traffic to your site, but only when relevant keywords are chosen as we have discussed above.
Over time, and through the ongoing refinement of your campaigns and strategies, you can accrue a better understanding of, and have more information on which keywords perform better than others. This knowledge bank of successful PPC keywords can then be used to influence the copy on your website, helping build your organic search engine result ranking.
For example, you may discover new keywords, or find out new and different keywords relating to your products or services. By testing out keywords in PPC campaigns, you can quickly see how successful they are. Any and all relevant keywords you uncover and test can then be used in your SEO copy too.
Contact Active Internet Marketing (UK)
We offer a wide range of digital marketing services to businesses throughout the UK. We have an expert team with years of experience in delivering SEO and PPC. If you’d like to find out how we can help your business grow, please don’t hesitate to give us a call on 01604 765796, or fill out our online enquiry form and one of our team will be in touch.