A question I’m often asked by my clients is if they should be doing SEO if they already have a PPC ad campaign running. I always say the same thing: YES! There are benefits to both forms of marketing, as I will explain in this post.
Paid ads (usually run through Google Ads) and SEO are both ways to be found in searches on Google, and they both have their own unique benefits. I am of the belief that the best way to get online marketing results is to attack it from both sides. By using both SEO and PPC tactics to market your website, you will see better results.
What's the Difference between PPC and SEO?
Essentially, PPC is bidding on specific keywords for your ad to show in Google search results. SEO is working to make your site a good source of information so that Google will want to deliver it as a top position in organic search results. With PPC, you are charged every time someone clicks on your ad. With SEO, clicks to your site from search results do not incur charges, no matter how many clicks you get.
Claim More Search Engine Real Estate
One of the big reasons for doing both SEO and PPC at the same time is to claim more real estate in the search engine results. Google puts paid ads at the TOP of the search results, so this pushes the organic results below what is called “the fold,” or the point where you have to scroll to see what is further down the page.
The location of ads in Google search results is very valuable: Those are the first links that your potential clients will see when looking at the search results. Being the first thing on the page is valuable, which is why so many practices consider paying for the prominence, especially for highly competitive keywords and search queries.
Get Instant Results With PPC
SEO is great because as it builds up and you get better and better rankings, you are not paying more for the increased traffic. However, SEO doesn’t happen overnight, and while the SEO effect is building up, PPC can get your site traffic and clicks immediately.
As a result, many doctors, lawyers, and dentists choose to run heavier PPC campaigns as their SEO campaign builds up, and then choose to decrese their PPC efforts once their organic search presence is bringing in traffic.
Choose When Your Ads Are Seen & By Whom
With a PPC campaign, you can target specific keywords by bidding on them. You can target many keywords at the same time in order to ensure that your ad is shown for a variety of search phrases. You can also determine what phrases you don’t want to be found for by bidding on negative keywords. Another advantageous comnponent of a PPC campaign is being able to specify what time of day your ads are displayed in search results, increasing the likelihood that valuable clients will be able to find you.
While you can go after specific keywords using SEO tactics, there is no guarantee that your site will show up for those terms. There is also no way to ensure what time of day users see your website in the results, and you exert less control over your association with potentially undesirable search phrases.
So, PPC is a broad strategy that enables you to pursue exposure, traffic, and leads for high-visibility keywords that may be outside of your practice's geographical location; these campaigns serve as a tool for branding awareness as well as search marketing. Organic SEO, on the other hand, is most effective when your optimization is focused and hyper-localized to take advantage of the actual search behaviors of prospective clients in your area.
Let Page 1 Solutions Help With Your PPC Marketing
There is value in running both PPC and SEO campaigns at the same time. But, there are many variables to set up a PPC campaign, and effectively running a PPC campaign has a pretty steep learning curve.
If you’re new to PPC or are not sure how to set up a PPC campaign, the experts at Page 1 Solutions can help you create your campaign and start getting traffic from it today! If you’d like to learn more, please call Page 1 Solutions at 800-368-9910 for a complimentary consultation!