Integrating SEO and paid advertising is a goldmine strategy for brands to reach thousands of members at once while also driving organic traffic to the website. This powerful combination serves right for the brands looking to get instant results. In the marketing ecosystem, there is a distinct role of SEO and paid search strategy. SEO will not drive results overnight. We can analyse the success of SEO using key metrics like keyword ranking, organic traffic, conversion rate and click-through rate. It is a gradual yet effective strategy for brands aiming to increase organic traffic to their websites over the long term. On the other hand, a paid search strategy is for the fast wins. The major performance metrics in paid search include cost per acquisition (CPA) and short-term conversion, which let you track measurable returns and get quick visibility. Let’s dive into this blog and understand how you can cut the Cost per acquisition (CPA) by combining both approaches.
Are Brands Seeing Results by Combining SEO + Paid Ads? Let’s Find Out
A majority of searches are conducted on Google because it is a powerhouse of abundant information, where you will find almost everything you are looking for. Let’s map out the step-by-step strategy to combine SEO+PPC that’ll work for brands and will reduce CPA to a great extent.
- Categorise Content and Ad Copies According to Marketing Funnel: You should first find out who your primary audience with. What will be your audience’s intent? What keywords do they use to look for the specific service or product on the internet? These questions will not only help you create compelling paid search campaigns, but they will also help you strengthen your SEO strategy.
- Conduct a Comprehensive Keyword Search: In this stage, you should look into the keyword search strategy to include primary and secondary keywords which will be best for SEO for PPC. You should target the keywords and map out the search intent for each stage of the final. For example, if you’re running a campaign for an accountancy firm, you will have to plan what people will look for related to this field and divide the content between the top, middle and bottom marketing funnel.
- Behaviour-based Targeting and Campaign Launch: By creating compelling ad copies and targeting the audience based on their behaviour and interest, you will have robust PPC and SEO campaigns ready to launch. You can improve the overall performance of the campaigns by using primary, secondary, and even long tail keywords in your advertisement to target a diverse audience. If you have a keyword or long tail phrase that’s working well in a PPC campaign, you should use the same keyword for SEO. It will improve overall trust and brand awareness for your brand since users will consistently see your brand in search results due to running SEO and paid search campaigns simultaneously.
To Sum Up
By combining the paid search and organic search efforts rather than running both campaigns separately, you will get better conversion outcomes and a far better CPA rate. Brands can reduce the cost per acquisition for customers by combining an SEO strategy and a paid search campaign. The insights from one campaign will be used to optimise other campaigns. Paid search data will boost the performance of the SEO campaign. So reach out to VerveOnlineMarketing, a leading performance marketing company in India, where you will find the top marketing solutions to take your brand to the next step.
