Simple, yet underutilized. Effectively synergizing campaigns beforehand can greatly increase website traffic, conversion rates, and customers. Sharing Pay-Per-Click data with your Search Engine Optimization team, and vice versa, can greatly increase the impact of your marketing efforts. Let’s examine techniques and tactics to better synergize the two sides of your campaign!
Keyword Research
Keyword research is essential to finding out what is and isn’t working in your campaigns. Looking at revenue and conversion rates based on individual and keywords as a whole is essential to driving up visibility and website traffic. Through your Google Ads campaigns, download all your keyword data and find out which are the top converting keywords. Take your top performing keywords, and place them into their own campaigns. This is how you publish for customers, not just clicks! Additionally, don’t forget to review search queries that match your keywords, this is how you know they are effective. Keywords that are not relevant to any queries can and should be dropped.
On the SEO side, focusing on top keywords through a technical sense can be ideal for increasing visibility. Even something as simple as asking customers to include specific services in their reviews can help drive traffic. Lastly, Google isn’t the only major site where keywords should be used. YouTube’s ability to connect with consumers is often overlooked in marketing. By integrating top keywords into video content for the platform, SEO can in turn excel.
Meta Data
A meta description refers to the small string of text below a hyperlink detailing the site’s content. This information can be changed to become more engaging and increase chances for clicks. Meta descriptions can and should be optimized like any other ad campaign, as click engagement is a strong ranking signal. The steps to optimize meta descriptions are as follows:
- Identify your top 3 organic pages based on traffic or revenue.
- Run a PPC campaign to test old vs new meta descriptions.
- Whichever campaign has a higher Click-Through-Rate will become your new meta description.
Following these steps can be a quick and effective way of increasing CTR. Additionally, it helps you get an idea of what meta data works for future reference.
Landing Page UX
Take a look at top landing pages by conversion rates. What can you and your team learn from them, what attributes make them successful? Then, review your top organic landing pages, and brainstorm how you could integrate these attributes into your own content. This can also be done for PPC campaigns to help increase conversions. Additionally, SEO teams should primarily focus on leads and revenue, not just impressions and clicks. There should be a greater focus on business outcomes and less on non-convertable traffic.
Don’t Just Focus on Google
Many marketers place all their efforts on Google, and none on other search engines like Bing. A diversified marketing strategy is always recommended. Some benefits include cheaper CPCs, significantly less competition, and access to all of Microsoft’s subsidiaries like LinkedIn. Bing Ads can often bring a 10-20% increase in customers. However, don’t forget to set up Bing Webmaster tools like you would with Google. This is essential to learning whether or not your campaigns are effective. Lastly, diversifying your marketing campaigns is just an all around benefit to your efforts and can never hurt to explore.
Remarketing Your Online Traffic with Ads
Remarketing essentially sends targeted ads to those who have previously viewed your site. This gives you a second chance to make them into a customer. As your SEO efforts amplify qualified traffic to your site, remarketing can help close the sale through paid ads. You can take this a step further by segmenting your audience, then making tailored ads to specific groups. Thereby increasing conversions, and garnering more revenue.
Additionally, being present on multiple platforms beyond Google, like Youtube and Meta, can get your call to action in front of new customers while still retargeting. You can even connect your Google Ads account to your YouTube Creator Studio to make ads that directly target those who visited your site. A call to action in your video that recommends viewers return to your site is essential to effectively remarket.
Product Feed Optimization
For those in ecommerce marketing, it is essential to create an optimized product feed in Google Merchant Center. By properly optimizing your content, you can even advertise your product on Google for free. Price, categories, and keywords are all essential factors that can and should be tested to see which get you the best results. Compelling images and product details will also help bump up your product in rankings. A lot of what Google labels on your product is assumed and therefore must be corrected through optimization. This helps guarantee your product is being shown to the consumers you want to advertise to. While product optimization is great for getting the best results from your Google Shopping campaign, it also helps overall to better rank organically on Google.
Unbeatable Results!
Now, how can we dominate searches by taking spots for both paid and organic results for your top performing keywords? Take a look at your keywords, about 80% of revenue is going to come from 20% of your keywords. Having double exposure this way can increase credibility, and give your link a second chance to be clicked if a user happens to disregard its first appearance. In instances where competition can seem overwhelming, focus on niche keywords that are still commercially valuable. These will have a better chance of breaking through and finding customers.
Not sure how to begin synergizing your PPC and SEO strategies? The task can be daunting, but that’s why we here at Rise have an excellent team of experienced marketers to help you take the first step. Contact us today for a free consultation!
