In marketing, it can feel like every little change will have a significant impact on everything else in your marketing strategy. However, a lot of people have a tendency to place PPC marketing and SEO marketing in entirely different categories without even thinking about the possibility of one having any impact on the other.
After all, the way standard content marketing and search engine optimization strategies are organized tend to be entirely different from standard pay per click advertising campaigns. But that doesn’t mean they can’t have an impact on one another, nor does it mean they are entirely different.
I don’t necessarily think of SEO and PPC as complete strangers in the marketing game; to me, they’re more like kissing cousins. And while there are certainly plenty of differences between the two, there are also plenty of similarities. That means having a successful, thriving Google Ads campaign may be one way to improve your website’s organic rankings. However, it’s not the end-all, be-all solution and there are many factors you’ll need to keep in mind if you want to invest in pay-per-click advertising for your business.
Remember – You Can’t Buy Clicks
Let’s get this out of the way upfront. Paying for advertising is never going to automatically help your search engine rankings, regardless of how much money you hand over. PPC marketing can be a great tool to put into your marketing toolbox; however, you aren’t going to accomplish much trying to hammer everything into place with your marketing strategy using a pair of rusty pliers. It’s vital to use the right tools for the right project and to make sure those tools are in pristine condition.
And why should you keep your tools in good shape? Because if you do invest in a PPC marketing strategy, you probably will see some returns in the form of clicks and an improvement in your website’s rankings. However, this is not because you paid for those clicks. Not everyone is going to click on every advertisement that shows up in a Google search. In fact, many will skip over them and head straight for the organic results.
Maybe You Can Buy Clicks… Sort Of
Okay, maybe I lied. Just a little. Human nature will still lead many people to click, especially if your pay-per-click advertising uses well-written copy that entices readers with just a few short headlines. This is why working with a web content company who can craft PPC ads to generate even more clicks, is vital.
Something else you need to consider is even those who aren’t interested in the ad may also be enticed to click on your website when it appears further on in the listings. This is all a part of developing brand awareness and what makes PPC marketing a good strategy no matter how many clicks you’re getting on your ads.
Consider this. You’re driving down an old stretch of highway at a few minutes past midnight. It’s late and you’re looking for a bite to eat. The signs for two restaurants spring up into view—a McDonald’s and someplace called Big’s Burger Bar. Most folks are naturally going to stop at a place that breeds familiarity. However, there are a few caveats. If that McDonald’s is a dingy, dirty little hole in the wall and Big’s Burger Bar is a clean, up-to-date spot, it’s still going to attract more visitors.
That’s all to say if you still have better quality content writing on your site and a superior SEO strategy, there is no amount of money a competitor can put into a Google Ads Campaign that is going to help them come out on top. SEO remains the most powerful way to not only improve your rankings on Google but it’s also the single driving factor in generating leads and converting those leads into customers. However, the brand awareness that comes with using pay-per-click advertising can all play a role in establishing your business as a known entity, helping you build credibility, and giving your brand more authority within the space you are working in.
SEO vs PPC
At this point, a lot of you may be wondering if it’s better to invest in SEO marketing or PPC marketing, and when the best time is to invest in these strategies. Not every business will need to worry about pay-per-click advertising, as content marketing alone can be a powerful tool to generate a lot of leads and improve a website’s organic rankings. However, there is still a lot to be said about PPC marketing, and when used together with SEO marketing a company can see tremendous results.
When looking to work with a web content company, it can be a good idea to find a team with the ability to provide all of the services you need. Whether you are interested in SEO marketing tools alone, you want to bump up your rankings a bit with some pay-per-click advertising, or you want to combine the two and see a supercharged bump to your website’s rankings, there are many strategies a skilled web content company can take to help you see real results. Different as they may be, PPC advertising and SEO marketing can work together as close relatives to help you see incredible results.
Are you looking to improve your organic rankings with SEO marketing, quality content writing, or pay-per-click advertising? Contact us today! Our talented team of digital marketing experts can help you with all of this and more.