Benefits of Utilizing a PPC Campaign to Support Your Organic Content Strategy

Benefits of Utilizing a PPC Campaign to Support Your Organic Content Strategy

It’s important to start by identifying the best ways to drive new traffic to your website — two effective approaches are paid ads (pay-per-click, PPC) and organic search results. But there can be key benefits to utilizing paid campaigns to complement your organic content strategy. On one hand, organic results carry more authority because ranking happens through the creation of valuable content. It isn’t difficult to see that organic results are more likely to be clicked on due to the relevance of the top organic results in relationship to the search term entered. Your destination page (the site page that individuals who click the ad will be directed to) doesn’t even need to be all that relevant or valuable to the keyword term if you are willing to bid enough. Here are 4 key areas that you can use PPC to support your long-term organic search strategy and drive better results. Use PPC to Pursue Short Tail Keywords While organic content strategies are best suited for long tail keyword targeting to improve rank, attract visitors, and drive conversions, PPC campaigns allow you to bid on keywords that you may never organically rank for (or at least not on the first page). Metrics from both approaches can provide insights that will help inform more than just your search campaigns, but your digital marketing strategy as a whole. Let’s say a prospect enters a search term and sees your organic search result near the top of the page. Through retargeting PPC ads, you can place your ad throughout sites within the GDN to re-engage them and hopefully encourage them to click your ad and revisit your site.

The Six Most Popular Digital Marketing Channels With Small Businesses
6 Predictions for the Convergence of IoT and Digital Marketing
5 Content Marketing Lessons from Top Digital Marketing Blogs

When piecing together your digital marketing strategy, the list of tactics can be overwhelming and it may seem difficult to decide where to place your attention first. It’s important to start by identifying the best ways to drive new traffic to your website — two effective approaches are paid ads (pay-per-click, PPC) and organic search results. At first glance, these tactics seem to have competing strategies. But there can be key benefits to utilizing paid campaigns to complement your organic content strategy.

AdobeStock_108803571.jpg

On one hand, organic results carry more authority because ranking happens through the creation of valuable content. It isn’t difficult to see that organic results are more likely to be clicked on due to the relevance of the top organic results in relationship to the search term entered. To achieve success with an organic content strategy, you must consistently offer targeted content that is tailored to the common questions, objections, motivations, and challenges of your prospects.

PPC, on the other hand, is all about immediate gratification. Campaigns allow you to choose what keywords you’d like to bid on as well as the amount you’d like to bid for each ad click. Your destination page (the site page that individuals who click the ad will be directed to) doesn’t even need to be all that relevant or valuable to the keyword term if you are willing to bid enough. Yet that short-term strategy can have consequences, because an inadvertent click on a barely relevant paid link is likely to feel like a bait and switch.

On the other hand, combining strong, relevant content with a PPC spend can give you the best of both worlds. Here are 4 key areas that you can use PPC to support your long-term organic search strategy and drive better results.

Visibility (First Page of Google SERP)

Investing in PPC provides you with more opportunities to get on the first page of Google SERP (search engine results page). Did you know that, on average, the top listing in Google’s organic search results receives 33% of clicks? The first page, as a whole, garners roughly 92% of all traffic from the average search. PPC…

COMMENTS

WORDPRESS: 0
DISQUS: 0