Initial research is vital to both PPC and SEO! The process of finding bargain keywords to increase your customer acquisition can be initiated in conjunction with SEO to achieve the desired results faster. Blending of both can transform a business site into a potentially visible and prominent one on SERPs, driving more traffic and consequentially higher sales within a short span of time. At the core of it lies a sustained flow of quality leads.
Insight and precise research of your domain and testing of different campaigns can produce targeted results to increase the number of inquiries from prospects, converting the same into customers. In essence, professional approach within set budget limits can do the trick. In the previous post, we have checked some obvious benefits of blending PPC and SEO strategies. These include added exposure on SERPs, sharing of vital keyword research data, and quick testing of page attributes, among others.
There are other tangible advantages of simultaneously dealing with both instead of treating them separately. For example, this can make it possible to tackle any negative PR online. At times, a section of users will have negative things to say about your products and services. It’s not a good thing to happen, but you cannot simply brush negative campaigns under the carpet.
To tackle intermittent bouts of negative publicity, a combined PPC and SEO strategy can come in handy. It can serve as a great damage control tool. The basic premise is visibility and giving it a positive spin. Through a meaningful and well constructed SEO-PPC combination, you can bring to the fore favorable feedback about the company. This lets you guide the user conversation especially if you are able to control the SEO- PPC results for a certain period of time.
A practical example of this the Gulf oil spill. After the environmental disaster happened, BP reportedly paid for PPC ads that were linked to the keyword ‘oil spill’, leading to a page on the company site that mentioned of the clean-up activity undertaken. The strategy was so implemented as to ensure whenever a user searched ‘oil spill,’ BP’s PPC ad would invariably be at the top of the result list.
The technique is quite helpful to help present your side of the story when faced with criticism. Another element that needs highlighting here is social media visibility. The digital media landscape is changing rapidly. The emergence of targeted advertising opportunities has been an offshoot of that change. Popular networking sites like Twitter, Facebook, YouTube and LinkedIn can serve up ads aimed at specific user groups or communities. It may be a rather small group, but its profile suits your message and vice versa. The data you gather from these campaigns may provide granular details about the target audience, and help fine tune your SEO strategy.
