Amassing more consumer engagement is akin to investments: there are short-term and long-term methods to reaching your goal. And like a diversified portfolio, marketers using the short-term pay-per-click (PPC) as well as the long-term search engine optimization (SEO) method together can achieve higher gains.
PPC ads are a quicker solution in regards to engagement; they’re meant to grab a potential customer’s attention and entice them to take immediate action. SEO, on the other hand, is a long-term strategy that rarely makes immediate conversions, yet has extreme value over time.
The value of using both is that the PPC data you generate can offer valuable revelations, including which keywords perform the best, which can be used to guide your SEO. There are also insights to be gained via SEO performance data, which can be used to refine your PPC content.
Greater Visibility and Reach
You want to inhabit as much space as possible with your SEO. What marketers have found is that rather than just vying for a spot on the first page of results, utilizing PPC and SEO enhances the chances of residing on multiple pages, thereby expanding your reach.
Expansive Targeting
One way of visualizing how PPC and SEO messaging work together is the funnel approach. The widest part of the funnel, the top, is where consumers first become aware of your brand, product or service. The content here is crafted to pull in the right consumer – one that might be willing to take the next step.
As the funnel narrows in the middle, the consumers who are still interested have not quite made the decision to make a purchase but are primed for learning more. PPC and SEO content begins to nurture those who remain within the funnel, educating them about what value you provide.
At the bottom and thinnest part of the funnel remain those who are closing in to the point of being converted but need a bit more content to be converted into actual customers. A PPC approach at this stage could be a pop-up coupon for said product or service.
Your SEO Experts
Combining PPC and SEO is a delicate dance. At SJC Marketing, we’re ready to assist your company in gaining more reach, creating interest and nurturing your potential customers to a point where they’re ready to become brand ambassadors. Contact us and let’s talk about our methods and how they will work for you.