Marketing campaigns play an important role in helping to boost your brand as well as promote your products and services. However, if you are to achieve your objectives, you must come up with a well thought out strategy. Some of the tools you can use to have an impact on your target audience and get customers to take a specific action include PPC and SEO. This is why it is important to understand how the two work, both separately and together.

How SEO works

Simply put, SEO or Search Engine Optimization, is the practice of using relevant words and phrases to optimize a website to ensure that it ranks highly among search engine results. This helps to increase the quantity and quality of online traffic to the site.

Although SEO changes over time, it is important to promote your SEO campaign both online and offline. A successful online campaign requires that you choose the best keyword clusters, match your existing content to these keywords, create new content to target the keywords and have the best website infrastructure. Your website should also be supported by your offline activities, including having quality and reliable links as well as having an active and relevant social media presence.

How PPC works

PPC is an acronym for Pay Per Click, a model of digital advertising where you pay a given amount of money every time online users click on your ads. Rather than generating traffic to your website organically, PPC can be considered as buying visits to the online site.

In order for your ads to appear more prominently than those of your competitors, search engines rely on the validity and relevance of the ads. These factors are established through an automated process. If your ads are to appear authentic and relevant, you should make use of the right keywords.

Combining SEO and PPC

In order to increase your chances of achieving and maintaining the success of your online marketing campaign, you should consider adopting a holistic approach. Integrating SEO and PPC can help you to achieve your goals and increase your revenues.

Although these are two different approaches, a unified strategy would be the optimal approach. By combining the two, you will be able to use data from PPC conversion rates and keywords in organic search. You will also increase the traffic to your website and boost your overall online brand visibility.

By transferring high-cost keywords to organic search, you will be able to cut down on your spending. Another great way to save would be to use PPC as a way to test your keywords. This will help you to determine how your target audience responds to them before you can use them in long-term SEO strategies.

In the end, a combination of paid visibility and organic will make it easier for you to increase brand marketing and awareness. This will boost your customer base and increase your revenue.

Working with experienced marketing professionals will allow you to enjoy the benefits of SEO and PPC. Rather than using the two in isolation, an integrated approach will be suitable for the high-growth and aggressive marketing that will help you stand out in a competitive market.