Does it seem like your SEO and PPC campaigns are two vastly different children of the same parent, both competing for the same prize? One Digital has five effective ways you can get them working together rather than against each other for better reporting and more profitable outcomes.
1: Combine marketing efforts
Set aside a few minutes for the PPC and SEO teams to chat each week and synchronise their marketing plans. Regularly share your successes and challenges, so each department can get a better understanding of what the other is doing. If you work with different agencies, suggest a combined meeting with the client. This shows you are a united front, which builds trust and ensures your combined efforts lead to the best results for the client’s business.
2: Create clear path to action
Think about turning visitors into customers on all your web pages. While people often see SEO for research and PPC for direct sales, both types of pages can learn from each other. For example, even though PPC pages are concise, they should still have some basic information about the product or service. This content should be placed lower down the page, so it doesn’t get in the way of a user buying something. Similarly, SEO pages need detailed information to rank well, but they should also have clear ways for people to buy or sign up. Without a clear call to action, all that traffic won’t lead to any sales.
3: Use analytics wisely
First-party data collected directly from your customers is crucial for reaching the right people. Your teams should collaborate to ensure data is collected properly and protected, especially as cookie consent rules change. It’s possible for PPC and SEO strategies to work together to gather more first-party data by creating valuable content that encourages people to share their information. This will help you to create more effective campaigns and build better relationships with your customers. Reporting for both may look slightly different depending on whether you rely on enhanced conversions or analytics for data – but that’s okay, as long as data is accounted for.
4: Share search data
Most companies pay for search data but miss out on the benefits of sharing this across campaigns. This is one of the best ways to get PPC and SEO campaigns working together. Your paid ad campaigns already provide valuable information about what people are searching for and what leads to sales. Shared data helps teams to create content that people are interested in and that is already converting. Also, look at what people are searching for on your own website and what terms are showing up in your Google Search Console. Shared insights between teams leads to smarter decisions about which keywords to focus on, ensuring you’re not wasting money or effort on the wrong terms.
5: Use subdomains
To achieve their marketing goals, companies using PPC and SEO strategies should align these with their website’s structure. One way of doing this is by using subdomains for different campaigns. This lets PPC teams create specific landing pages for ads without negatively affecting the main website’s search engine rankings. For example, SEO needs detailed content and navigation, while PPC landing pages work best when they are simple and focused on a single action. Separating subdomains prevents conflicts, allowing both teams to optimise their work for the best results. Remember to communicate any changes to your site’s inventory or page addresses to both teams to avoid wasting money and hurting your site’s performance.
Get better results with SEO and PPC campaigns that work with each other, and not against each other. One Stop Digital can help you.
