Can SEO And PPC Work together? A Complete Guide With Case Study
SEO and PPC are two of many words readily used by the Digital Marketing community.
But what actually are these marketing strategies and do they work better together or seperately.
It’s always better to stack in Digital Marketing but let’s dive in and take a closer look.
What Is SEO:
SEO is manipulating the Search Engines to show your business as high as possible in direct competition with your competitors.
There are a number of key battlegrounds in SEO:
- Maps
- Organic Listings
- Images
What Is Pay Per Click:
Pay Per Click is when you pay the Search Engine to show your Ad in a preferrential position.
The Pay Per Click Ads typically show above the Organic listings. Some Examples include:
- Google Search Ads
- Google Shopping Ads
- Google Display Ads
So you might think it’s best to pick one or the other, but that is not the case as we will learn, but first.
Ok So How Is SEO Done:
There are a number of ways to manipulate the search engines. There is white hat methods (Ethical) and there are black hat methods (Unethical).
Site Structure: We want to have a page to rank for every service we offer. This should be planned before the site is built. That is the advantage of building your website with us, we do it with performance in mind.
On Site SEO: Again, best to attack this when building the site. This naming each url to correspond with the search terms that triggers the page. Site Titles, Image Names etc.
Google Maps: Crucial to your SEO efforts, varying importance based on the industry and location.
Local Submissions: letting the local directories know your business exists and getting some links in.
Blogging: Not many people know how to Blog Correctly. We have gotten blogs to $50k per month in Ad Revenue. You will have to hire us to take advantage of our blogging skills.
Building New Pages: Expand into new services and rank for a host of new keywords.
Link Building: (Natural and white hat).
Guest Posting: Creating content for another blog which includes a link back to your website.
How Is Pay Per Click Done
- You set up a Google Ads account or you ask us to help you out. 😉
- You start creating your campaigns.
- Select Keywords
- Select Locations
- Select Times
- Select Budgets
- Conversions Tracking
- Remarketing
Google Adwords is pretty much a mine field for beginners so you will probably not get it right first time out.
The main disadvantage of Pay Per Click is that you will get hammered for your budget with a poor setup.
It’s best to get Google Ads certified first or else hire a PPC Agency like us to help you out.
So Do They Work Best In Isolation Or As A Team?
Without doubt, the most effective strategy for winning new business is to dominate in both areas.
If you had to pick one in the long run, it would certainly be SEO as it gets most of the traffic and you dont have to pay for each new click.
Pay Per Click is the faster strategy, you can get to the top of page 1 within 1 hour and generate your sale within 2 hours from now. Business loves speed right?
There Are Three Tiers Of SEO Domination:
- SEO
- PPC
- Google Maps
If you can be first in all three, the customer will see your business three times in a matter of seconds.
3 is best but the more of these placements you can get, the better off your company will be moving forwards.
CASE STUDY: School Of Grinds Dublin
“I’ve worked with Aidan on a couple of occasions and each time he has done a brilliant job. Most recently he has transformed our Adwords account and developed an incredibly effective and cost efficient strategy that is hugely helping our company. I highly recommend using him.”
We were brought in to do a complete overhaul of the Dublin Academy website & Marketing, starting from the ground up.
PPC Campaigns
At the meeting with the School we called the Existing Google Adwords company who wouldn’t let us see the campaigns. When we saw the reports, it was an absolute mess.
SEO Ready Website
There was about 100 different offers and courses at the college so we needed to rank at the top for each one.
We structured the site in a new way that would rank for every course at the college.
The combination of both the SEO and PPC had a massive impact on the bottom line for the School Of Education and catapulted them to the next level, dramatically
Youtube And Remarketing
We started building out our audiences and began remarketing to them with pricisely targeted Youtube Ads and Banners.
Overall, A tremendous team and market to work in.
It really shows the power of SEO and Ads working together, it is impossible for the customer to get away from your offer.
If they decide not to go with your service, it is certainly not because they dont know it exists.
