Understanding the relationship between organic and paid search can help you get faster results for your clients.

Many marketers treat and use the two channels separately, even though both share the same goal – visibility on SERP.

But, are there any real reasons for not using them together?

We use the data from PPC campaigns to find new SEO opportunities and vice versa.

And today, we’re going to show you some of the ways we use and compare the data from each channel to build a stronger position online for our clients.

  • Good to test traffic on paid before committing to SEO as you can establish keyword intent faster
  • Try paid search campaigns for new content, products & services
  • Try PPC for difficult keywords
  • Use PPC to improve organic search display
  • Cross referencing on Google Search Console & Google Analytics to find best landing pages and keywords
  • Remarketing Campaigns
  • Improve quality score with content and keywords

Good to Test Traffic On Paid Before Committing to SEO As You Can Establish Keyword Intent Faster

Ranking for keywords takes a while, involves a lot of SEO and depends on many different factors.

So if you don’t want much of your efforts and your client’s budget to be wasted on keywords with a high bounce rate and a low conversion rate, then paid search can help.

By trying and testing the targeted keywords through PPC campaigns first, you can find the keyword intent faster.

Since keywords can really make or break your results, finding out how the target audience interacts with them is crucial to your success.

PPC campaigns are a great way to measure the performance of keywords to find out if your client’s website, content, products or services align well with the user intent for that particular keyword.

It’s one of the fastest ways to identify the most suited keywords for organic search campaigns and will both save you and your client time and money.

Try Paid Search Campaigns For New Content, Products & Services

Depending on your client and the niche they are in, many businesses create new or seasonal content and add products or services.

If a client wants you to rank their new page for a specific product or a service, you’ll have a new keyword to work with, and depending on what it is, it will most likely take some time to rank.

So it could be helpful to use paid search to get your client to appear on top of the SERP, even if it’s for a very short period.

As long as they are at the top, they’ll be able to capture their audience’s attention as well as a good portion of the traffic.

PPC ads can be the quickest way to attract traffic to a client’s new content and page.

ppc adsTry PPC For Difficult Keywords

Getting ranked for big keywords can take up to months and even years.

Certain keywords are very difficult to rank for but can be very valuable in terms of traffic and conversion.

More often, intense local market competition can make things even harder because other businesses are already ranking and stealing the traffic.

This is where PPC campaigns could help.

A search paid campaign for those hard to reach keywords can make sure your client successfully bypasses everyone on SERPs.

Paid ads appear first, with up to four ads on desktop and three on mobile for most search queries.

Those ads will automatically push down all of the organic results.

So why not use this opportunity to get your client their share of clicks and traffic for keywords with high search volumes.

Use PPC to Improve Organic Search Display

Organic search results appear similar to text ads.

Both methods use their SEO title and meta description to capture the clicks and traffic.

And since we can access just about any information about paid search ads from CTR to conversion rates, the data can allow you to find the most effective style of descriptions that get the searchers to click.

So it’s a good idea to copy and test the same structure and format of well performing ads for organic search results.

Cross Referencing On Google Search Console & Google Analytics to Find Best Landing Pages And Keywords

For successful paid search campaigns, you should look into Google Analytics and the search analytics inside Google Search Console.

Both can give you in-depth insight into keywords and landing pages.

The search analytics will allow you to discover the top keywords with the most impressions and clicks.

It’s best to create your client’s ads around the top SEO keywords because they are already being used by customers to find their products and service.

Landing pages are equally as important in paid search campaigns.

The relevant keyword will get you the click.

The right landing page will get you the conversion.

Therefore, it’s a good idea to use the landing page report in Google Analytics to find out how well each of your web pages are performing.

By looking at all the data such as the number of visitors, returning visitors, bounce rates and more, you can make sure to create your client’s ads around the best landing pages for higher conversions.

Remarketing Campaigns

Remarketing is one of the most effective ways of using paid search ads.

It will amplify your overall SEO efforts by re-engaging the visitors who landed on your client’s website through organic search.

Since they are one step ahead in their journey and are already aware of your client’s business and brand than general searchers, they are far more valuable to target.

So for better conversion rates, make sure to tailor the search campaigns to target those visitors who have previously visited your client’s website.

Improve Quality Score With Content And Keywords

Many different elements affect the quality score Google gives your PPC ads.

And keywords and the relevancy of those keywords in your landing pages are some of the biggest factors.

So adding keywords within your content to your landing pages could improve your keywords quality score, which will improve ad rank and could lower CPC while increasing conversion and engagement rate.

You can also write better and more effective SEO content using your PPC-tested keywords.

The main elements:

  • How relevant each keyword is to its ad group
  • Click-through rate (CTR)
  • The quality and relevancy of the landing page
  • The relevance of your ad text
  • Your historical performance

Final Tip

To truly get the best results for your clients, you must look beyond their organic and paid search campaigns.

It’s crucial to identify the main competitors and understand what they are doing to outrank your clients both in organic and paid search campaigns.

Find out what they are bidding on and who is paying the most for ad positions.

By understanding when and how aggressively each competitor is bidding in order to dominate the SERPs, you can reduce your client’s spendings and target more appropriately.