Google Adwords

March 19, 2018

How to Balance Your SEO and PPC Strategies in The First 6 Months

In the early days of any business, one of your primary objectives will be to bring as much relevant traffic to your website as possible. As you already know, there are two main ways to accomplish this: having a great SEO strategy, and using paid advertising. However, an easy trap to fall into is the belief that these approaches are mutually exclusive.
Long story short, they’re not. In fact, if used correctly, SEO and PPC can be combined to give your business a significant head start in its opening months. To help you get going, here are a few tips on balancing your marketing strategies and getting the most out of both your paid and organic traffic.
Related reading: Using Google Alerts to Get An Edge Over Your Competition.

Set Shared Goals
While SEO and PPC have unique strengths, they can be used in tandem for many common marketing aspirations. This means each strategy supports the other, fast-tracking you to your goals, and decreasing the overall investment to achieve those aims.
For example, say you want to boost web traffic by 20 percent, running some targeted PPC ads can be a great way to reach more people, and point them to your website. However, optimizing your web pages to show up more often in search results will also increase the likelihood that the right people will find your store.
However, while using both strategies may see some overlap in audiences, it gives you an even greater boost to your overall visibility. Furthermore, by integrating the two approaches, if someone sees your ad and then decides to look you up, your SEO efforts will make it far easier for them to find you.
Having shared objectives for your campaigns means you can refine your marketing efforts to be complementary. Not only will this reinforce your brand message, it also helps to build a sense of consistency and familiarity which can greatly enhance consumer trust in your brand.

Combine Your Data
Your SEO and PPC campaigns will both yield valuable data that can provide extensive insights into the habits and preferences of your target audience. So rather than having two completely separate teams acting on their associated data alone, it makes sense to pool your resources. This means that you can form a more complete picture of buyer habits, and enable your finding to influence your SEO and PPC efforts simultaneously.

  • Data from onsite searches can help you narrow down keywords for your PPC ads.
  • Success of individual PPC ads can provide insights into the sort of aesthetics and copy that are most popular with your target audience.
  • Targeted ads on social media can provide granular detail about specific demographics, helping to build better buyer personas, and refine your SEO.

Another important reason to pool your data is that it can help to highlight discrepancies. If your paid ads are attracting an entirely different demographic to your organic search results, then you need to know why, and to use this knowledge to optimize your approach.

Optimize Landing Pages
Whether users find their way to your website via search results, or paid ads, having a great landing page is essential if you want to turn that visitor into a customer. Naturally, your SEO efforts will increase your site’s authority, and help these pages to show up in search results. However, if you have a unified strategy for SEO and PPC, these pages will also complement the paid ads that drive traffic to them.
The benefit of this is that users who click on your ads will feel like they have come to exactly where they expected, rather than having to navigate from your homepage to whatever inspired them in your advert. In fact, AdWords allows you to link individual product pages to your PPC ads, which is fantastic for driving impulse sales and creating a highly streamlined experience for your customers.
Test Organic Keywords
Finding the best keywords and key phrases for your marketing campaigns can be a difficult task. Even after reviewing your options using tools such as Wordstream’s keyword finder, it’s really a matter of trial and error to find the exact combinations that work for your business.
This is essential for getting the most out of your SEO, but you should also implement your findings in your PPC strategy. In fact, by reviewing the performance of individual paid ads, you can even use your PPC efforts to determine which keywords are most viable for your organic efforts.
Top tip: if you use an ecommerce host like Shopify to run your online store, you can claim $100 in Google Adwords credit when you spend $25.

Double Your Odds
A final point to remember when weighing up the viability of PPC versus SEO for your marketing approach is that by employing both, you can actually double your presence in search results. For example, if you manage to rank on the first page of search results for a given keyword, and your paid ad also shows up, the user is presented with two immediate options for visiting your site.
This increased visibility will also cause your website to seem more and more familiar over time, as it continues to show up in results. So while many web users are in the habit of ignoring paid search results, this doesn’t mean they don’t scan through them and remember the websites.
Then, if your site also appears in the organic search results, it is already recognizable, and presents the user with an alternative means of reaching your website, without feeling like they’ve been lured their by an advert. This means they arrive with greater trust in your brand, which in turn increases their likelihood of conversion.
                                                                          – Credit: Pixabay
As you can see, there is a lot to be gained both from paid advertising, and from improving your SEO. These two strategies are each powerful in their own right, but become infinitely more impactful when used together as part of an integrated approach.
While it is certainly possible to incorporate either of these tactics into your marketing strategy at a later date, it will always be most effective to implement them from day one. By doing this, you build your campaign upon a foundation of consistency, making it far easier to develop and optimize your approach over time.
Your first few months in business can be hard work, but that attention and diligence will pay off. Put the time and effort in now, and before long, you will not only have built an ecommerce brand to be proud of, but you’ll also have acquired invaluable marketing experience that will benefit you in all your future endeavors.


 Victoria Greene
is a branding consultant and freelance writer. On her blog, Victoria Ecommerce, she shares tips on ecommerce and how companies can improve their brand representation. She is passionate about using her experience to help brands improve their reach.

By Mac
October 30, 2017

Taking Advantage of Branded Keyword Bidding

Whether your company has been running for generations or you just launched a startup last week, your brand is one of the most important aspects of your business.

No matter what stage your business is in, controlling your brand, its message, and its relevance is of the utmost importance. The first place you’d probably think to promote and push your brand would be through your website (duh) and your social media. Social media has a ton of advantages including being able to promote your message and interact with your following, but there are other channels you can take advantage of in order to get in front of your customer base – paid search – branded keyword bidding, in particular. 

If your marketing efforts already include paid search, you likely know exactly what I am talking about, but if not, it is a fairly simple concept. In addition to the keyword and content driven words you want your website to show up for, you can bid on your brand name and variations to ensure your site shows up at the top of the results page – through traffic paid and organic. Throughout the years there have been arguments as to whether branded bidding is a worthwhile venture or a financial burden (plug anti article), but we at Momentum believe that with the landscape of paid search becoming more and more competitive it is a necessary part of your overall PPC strategy.

Like I said at the beginning of this article, your brand’s message is something unique that a business owner is able to control, so by pushing it through a channel like paid search you are giving yourself more ammo to use in the battle to promote your business. Your company might not own the real estate in organic traffic to be the first result, so bidding on your brand can ensure your name and message are seen by customers old & new.  Additionally, for newer brands and companies in the process of a rebrand, branded keyword bidding gives you the opportunity to test your message and see the reaction in the form of hard data. Obviously, there are other ways to test and measure your message through analytics or social media, but by tailoring your branded campaign around your goals, AdWords can provide you unique information. In addition to key metrics like click through rates and conversions you get with any AdWords campaign, the ability to test and retest how you deliver your message through ads is invaluable to a brand trying to get its name and mission in front of the right audience.

For brands in highly competitive industries, branded keyword bidding is an avenue that you cannot pass up on.  A competitive landscape means only one thing for digital marketers, high prices. The digital landscape is only becoming more crowded which means more and more keywords will have their average cost-per-click increase on a monthly, if not weekly, basis. This makes branded keyword bidding all the more important because of the price of advertising. Typically, your brand will be cheaper to bid and rank first for because of the volume people are searching for it and lack of competition for the word itself. By no means is branded bidding cheaper one hundred percent of the time because competitors also have the ability to bid on your brand. This practice is becoming increasingly popular for multiple reasons. To start, with multiple people or companies bidding on your brand your costs are only going to go up. Costs going up will mean depleting your PPC budget faster, and reducing your overall reach for your account. Besides simply raising your prices, competitors bidding on your brand will result in their ads showing up with yours. Luckily, you will have the advantage because of your landing page relevance and quality score, which should result in you securing a better average position. However, at this point you are at the mercy of the user being more engaged with your ads or your competitor.

Luckily, there are a lot of things you can do to be proactive and get that attention on your ad. Taking up as much ”real estate” as possible online is something we stress at Momentum, whether it on a search results page or for an individual ad itself. Using your brand in conjunction with your services is a great way to ensure your branding comes up. Additionally, ad extensions are especially helpful for making your ads big and telling the rest of your brand’s story. Sitelink extensions can direct users to your best-converting pages or help promote poorly performing pages you want to give a boost to. Callouts and Structured snippet extensions are great for advertising your company’s unique value propositions as well as specials & promotions.

To conclude, branded keyword bidding should be a marketing given. Simply put, it is an efficient way to ensure your brand name shows up should anyone search for it via Google. Organic traffic has the ability to make up for this, but unless your name is truly unique (#7 in the SEJ blog) and does not include any ties to your industry you’ll be fighting a long term battle for SEO supremacy. Branded bids and branded ads will ensure your message gets in front of your intended audience and allows you to take up as much real estate as possible on the search results page as quickly as possible.

If you have any questions on how to promote your brand through paid search, please feel free to contact us by phone or email. The Momentum team is always available for a free PPC or SEO audit to get your brand on the right track.

By Admin
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