November 11th, 2022 | 3 min
PPC and SEO marketing are like twins – though it may seem like they fight over traffic, they work in harmony when used in tandem to bring plenty of organic visits and valuable traffic through Google Ads.
Any eCommerce website worth its salt has already set aside part of its budget for both SEO and PPC, and using both together increases your chances of eliminating another competitor from the top search results. Plus, the click-through rate (CTR) will be given a stratospheric boost when utilised in conjunction, which will get the ball rolling for success in your digital marketing campaign.
How can you run these two marketing units side by side? There are many ways you can interlink PPC and SEO to enhance your eCommerce brand’s performance when it comes to conversion rates and data research. Here are three of them.
An obvious benefit to SEO and PPC is the dual use of keyword data. It’s a two-way benefit; SEO uses PPC to find the best keywords to target potential audiences organically, and PPC sifts through Google Analytics search results data to improve and keep abreast of their paid campaigns.
Google’s Keyword Planner Tool is usually used for this, though it is sometimes a struggle to get results for data such as search volume. But, if you run an Ads campaign with exact keywords, you can quickly see the true search volume for a specific term clearly, which will be integral to mapping keywords to your URLs.
Another sector where SEO and PPC can work to better each other is where they share access to Google Analytics’ geographic data. PPC campaigns can sort through traffic and conversions tracked by SEO to view geographic data and revise their bidding strategy.
If there is a particular city on the map that is selling more of their product or service, they can increase their PPC budget and bids to be more directly aggressive in this area. Google Ads allows you to set adjustments for specific postcodes, cities and areas by up to +900% if you’re clamouring to strike gold, while you can also lower bids by -90% for less desirable locations.
In the inverse scenario, SEO can harness paid search geographic data to launch local search campaigns to reach a more concentrated audience in high demand.
As Google says, the Google Display Network “helps you find the right audience with its targeting options that strategically show your message to potential customers at the right place and the right time.”
This tool in Google Ads’ arsenal is the most comprehensive way to gain inspiration for targeted site content. Checking data such as click-through rates (CTR) on ads can indicate that a topic would be good to discuss in your next blog post. Keep on generating placement reports and you’ll be awash in content marketing ideas.
One of the core tenets of a successful eCommerce brand is a healthy balance between SEO marketing and PPC management, but this requires a significant amount of time and expertise. Working with a digital marketing agency could be the answer for you if you wish to have it done by the experts.
Brave Agency is the number one Search Engine Optimisation and Pay Per Click agency in the Peterborough and Cambridgeshire area, and these two sides of our marketing team work hand-in-hand to help your online marketing campaign find your target audience effectively. Our dedicated marketing team are masters of SEO, CRO and website analysis, so we are the perfect fit for improving your eCommerce business’ reach. Contact our team today and see what your company can achieve with a quality eCommerce website design agency behind it.
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