Search dominates the modern zeitgeist.
If you want to look up information on a topic, you search for it.
If you want to buy a specific product, you search for it.
If you’re facing a tough problem and you don’t know where to start, you search for it.
So it’s no wonder why search marketing and advertising have come to be the dominant strategies utilized by businesses to improve visibility, authority, traffic, and conversions.
Now, depending on who you ask, you might get one of two different answers for the best way to approach search marketing.
Some will insist that search engine optimization (SEO) is the best strategy.
Others will say it’s pay per click (PPC) advertising.
But the truth is, both of these strategies have incredible potential. And if you use them together in the right ways, you can see even better organic search results.
What exactly are the differences between these two strategies? How can you optimize your approach to each? And how can you use them together to even greater effect?
Before we delve into specific strategies and tactics you can use to harness the full potential of both search engine optimization (SEO) and PPC ad’s, let’s talk about the basics of these Digital marketing and advertising campaigns or PPC Campaign.
SEO Is all about increasing your organic rankings in search engines results pages (SERPs). Google and other search engines use a variety of ranking factors to determine which web pages to rank for a certain query and how to order them. If you can learn how to manipulate these ranking factors, you can increase your rankings, thereby making your webpages more visible in organic searches and attracting more traffic in the process.
Some of the most common tactics for this include developing robust onsite content, improving technical factors like loading time and site security, and building offsite links. It’s a long-term strategy that takes many months, and sometimes years to fully develop.
With PPC, you’ll use Google Ads and similar platforms to bid on and ultimately place advertisements above the fold in SERPs. There are also PPC ads on other platforms, like social media sites, but for now, we’re going to focus exclusively on search engines PPC ad’s.
You can control almost every variable in this process, choosing which keywords you want to display for, the audiences you want to target, and how much you’re willing to spend on this PPC campaign. However, the cost of this strategy goes up based on competition, so if you’re competing with many big businesses, this can get expensive fast.
That said, PPC advertising management is one of the most reliable ways to generate traffic, since you’re only paying for the people who actually click on your ad.
So how can SEO and PPC work together?
There are a few different ways to look at this.
For starters, we should understand that both SEO and PPC have strengths and weaknesses. Many of these strengths and weaknesses are complementary, meaning that if we use these strategies together closely enough, they can cancel out each other’s weaknesses and play to each other’s strengths.
We can also see these strategies as individually optimized for different types of SERP coverage. Only by utilizing both will you be able to maximize your visibility in search engines results.
However, we should also address a common misconception here: SEO and PPC don’t work directly together by feeding off each other. It’s tempting to think that paying for Google ads for a specific keyword could increase your likelihood of ranking for that organic keyword, but this is not the case. Paid search ads don’t have any effect on your domain authority or your ranking potential, and ranking highly in search engines organically isn’t going to benefit your PPC campaign directly.
Now let’s take a look at the specific ways you can use organic search ranking and paid search ads together.
Always start by keeping a consistent brand voice. If you don’t have a voice already created for your brand, now is the time to create one. Too often, companies sharply segment their search engine optimization (SEO) and PPC teams, resulting in a fractured voice that users find confusing and disorienting. But you have to remember, your prospects and customers are going to be encountering your brand in multiple different contexts. If you want to build their familiarity and trust, all your Google ads and search rankings need to embody the same values and personality.
Don’t allow your Digital marketing teams to become siloed. Instead, share information across departmental barriers. Both your SEO and PPC teams will be collecting valuable information, such as traffic rates, behavioral patterns, demographic interests, and engagement rates. For example, you may learn that one specific keyword fetches a much higher conversion rate than another; you can then incorporate this keyword into organic content for your SEO campaign. But this type of maneuver is only possible if all your departments and all your team members are openly sharing information with each other.
Instead of thinking about your SEO and PPC goals as separate, start thinking about them as two branched paths toward the same end destination: SERP domination. Advertisements give you the opportunity to achieve more visibility than organic rankings In some contexts, but you’ll also have organic ranking opportunities where keywords are too expensive to justify a bid. If you harness the full potential of both, you can get more SERP coverage and make your brand visible to even more people.
Remember that there is no such thing as a perfect digital marketing strategy. SEO is extremely cost effective, but it’s also sluggish and time intensive. PPC, by contrast, is fast and reliable, but it’s also more expensive. To get the most value out of both strategies, you’ll need to play to their individual strengths, while minimizing weaknesses. One common manifestation of this is focusing on PPC ads while developing authority for specific organic keywords; you can start taking advantage of traffic streams immediately, while slowly building up your onsite optimization.
Search related strategies only work if you truly understand your audience. You need to understand who you’re targeting, what their values are, what their goals are, and even how they think, at least to an extent. If you blindly optimize or bid for keywords based on your own intuitions, you’re going to fail. You’re also going to fail if you attempt to cater to a generic, universal audience. More on that in our next point.
At least in the beginning, focus on targeting niche audiences, rather than general audiences. Optimizing content and advertisements for young men in college is far superior to optimizing content and advertisements for everyone in the country. There are several reasons for this. First, you’ll face less competition, which is advantageous in SEO and PPC; you’ll pay less money for ads and you’ll be able to climb rankings faster. Second, you’ll achieve more relevance, meaning you’ll be more successful attracting people to your website and converting them.
What level of awareness is exhibited by your target audience?
How does that level of awareness change throughout the buyer journey?
For example, your customer may start out not even having awareness that they have a problem. At some point, they’ll be aware that a problem exists, but they won’t have awareness of the solutions available for it.
Gradually, they’ll work through the later stages, eventually becoming aware of products like yours, then your specific product, then your brand.
Throughout this by your journey, you’ll find “hidden” keywords and phrases that reveal the searcher’s intent, like “slow air leak” or “why nobody is applying for a job.” Capitalize on these to improve your relevance and avoid the competition.
Local optimization is ideal for reducing competition and appealing to specific audiences. Even if your company operates on a national level, it can be helpful to target some local terms. This is true for both SEO and PPC; local ads are cheaper than national ads, and you can optimize your website faster for local terms than national ones. Use localized landing pages and other localized content to fully capture the local audiences you target.
Keep your finger on the pulse. Don’t assume that your target audience is going to continue following the same trends and exhibiting the same behavioral patterns indefinitely. One of the best ways to do this, in addition to measuring and analyzing traffic on your site, is to analyze search trends. Which terms are rising in popularity? Which ones are falling? How is user intent evolving?
When targeting specific keywords for SEO or PPC, most marketers rightfully target words that are high in volume and low in competition, maximizing the number of people who will see the advertisement or onsite content piece while minimizing the number of competitors aggressively appealing to it. This is usually a good strategy, allowing you to improve cost effectiveness and avoid wasting time period however, you should avoid “keyword traps” that looked good on paper, but won’t lend much value to your business. These keywords may be high in volume and low in competition, but they aren’t relevant to your central business or your target demographics.
One of the shortfalls of SEO it’s the amount of time it takes to generate momentum for a website. Even if you invest heavily, writing tons of valuable content and building new links every week, you may not see initial ranking progress for several weeks or months. It’s going to take even longer to achieve a steady stream of heavy traffic. One of the best ways to close the gap here is to invest in PPC ads as a shortcut for immediate visibility; as long as you’re willing to pay for them, you can start generating traffic right now.
The flip side of this is that PPC ads are ephemeral; as soon as you stop paying for them, they disappear. If you want to have a more lasting impact, you need to establish pages of your website as intrenched, powerful content centerpieces. SEO is far better for this purpose. Use SEO to optimize pages of your website for evergreen keywords you expect to be relevant and valuable for the foreseeable future.
Competitors can be brutal, paying to rank for your branded keywords or completely taking over a niche you thought was exclusively yours. These aggressive maneuvers are easy to spot, but only if you’re paying attention to recent changes in relevant SERPs. Accordingly, you should employ ongoing competitor monitoring, taking notice of any major activity and responding accordingly.
Oftentimes, marketers and advertisers get lost in the idea of improving brand visibility and generating more traffic. But what do you do with that traffic once it hits your website? You’ll need to provide a powerful first impression and maximize user attention and interest to get more value out of each of these strategies. Fortunately, you can double dip with some of your assets, using them for both your SEO and PPC campaigns. One of the best examples of this is unique landing pages, which you can create for specific types of visitors and audience segments. Funnel all relevant traffic from organic searches and paid ads to landing pages that are relevant for the searcher.
Google is the first name that comes to mind when most people think about SEO or PPC. But Google isn’t the only option for paid advertisements, nor is it the only search engines people use regularly. Bing, DuckDuckGo, Facebook, and YouTube are other search engines, platforms, and media outlets worth considering as part of your strategy. Google gets all the attention because it’s by far the most popular search engines, but that also means it attracts the most competitors. Don’t be afraid to branch out.
People generally respond much better to visual content than written content, so include visuals whenever you can. This is one area where PPC ads are favorable; you can add images to an ad to make it pop. It’s also possible to optimize pages of your website with images and videos, but it can be tricky to make sure they become visible in SERPs.
You may be interested in SEO to improve the visibility of your brand and boost consumer awareness. There’s nothing wrong with this, but if you want to milk as much value out of the strategy as possible, you should optimize SEO for clickthrough rates. In other words, you should see your SEO strategy as only being truly valuable if people are clicking on your webpage and visiting it. Optimize for keywords that align with user search intent and improve your titles and descriptions to attract more traffic. This isn’t usually a problem with PPC ads, since you won’t be paying for people who don’t click your links.
There’s significant room for experimentation in optimizing paid search. You have control over all the variables, you can conduct AB tests quite easily, and you can delve into reporting and analytics to figure out exactly how your ads performed. This makes the PPC ad world a perfect testing ground for headlines, keyword selection, descriptions, and audience positioning. Take full advantage of this and learn lessons about your competitive environment if you want to make the most of both PPC and SEO.
SEO success is highly dependent on your ability to create excellent content and get people to pay attention to that content. But even if you’re an excellent writer, it can be hard to get your work noticed. PPC ads could be the perfect jump start, giving you a guaranteed stream of traffic and introducing hundreds, or even thousands of people to your latest work. From there, you’ll likely find it easier to attract links and inspire more user engagement.
PPC ad extensions are useful, additional pieces of information associated with the ads you place. They could serve to educate, direct, or inspire your target audience, providing details like the location of your business, opportunities to place a call directly, and more. Take full advantage of these; it’s a prime opportunity to immediately engage with prospective customers, rather than merely sending them to your website.
Automate whatever you can. Both SEO and PPC ads require at least some manual effort and human attention, but there’s much you can systematically implement to run in the background. These are both demanding strategies that could potentially monopolize your time, so employ shortcuts and time savers like automation whenever you can.
Are you working with limited experience or a limited team?
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We have the team members, resources, knowledge, and expertise to take your PPC campaigns to the next level. Contact PPC.co for a free proposal today!
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Most marketers love Google Ads.
We're no exception.
But we totally understand that businesses in certain industries sometimes have a deep resentment of Google Ads and their restrictive policies.
Google's policies for advertising are generally intuitive and straightforward, but for certain regulated and sensitive categories, the standards are much higher and less clear. Pharmaceutical companies, gambling websites, political campaigns, and other industries often struggle to get their ads approved consistently.
In fact, if you don't know what you're getting into, trying to advertise as a business in one of these categories can be a recipe for disaster.
How are you supposed to use Google Ads effectively if you belong to one of these regulated or sensitive categories?
Sensitive and regulated categories in PPC advertising face a number of challenges, including:
· Stricter guidelines. Most PPC advertisers are familiar and comfortable with basic Google Ads guidelines. But if you belong to a regulated or sensitive category, you'll have far more guidelines and more nuanced guidelines to deal with.
· Higher scrutiny. Google pays much closer attention to ads in regulated and sensitive categories, meaning you face closer scrutiny when your ads start circulating. Reports will be investigated quicker and much more strictly, and even minor violations can work against you.
· More ad disapprovals. Similarly, ads are much more likely to get disapproved in these categories. You'll face an uphill battle as you try to get your ads circulating.
· The risk of suspensions. Businesses in these categories also face the risk of frequent, ongoing suspensions. This trend is also worsening; in fact, in 2023, Google Ads suspended more than 12.7 million advertiser accounts – doubling their actions over the previous year.
This makes it much more difficult to advertise effectively and secure a positive return on investment (ROI). Additionally, failing to adhere to Google’s advertising policies can hurt your company's reputation and compromise your long-term potential for success.
The most important thing you can do to improve your results in a regulated or sensitive category is to plan for a sustainable, long-term strategy. Every year, thousands of business owners in these categories attempt to fool Google, find clever ways around its policies, and devise techniques that allow them to cheat the system.
These approaches can usually work temporarily. You can cheat your way into the listings and generate some traffic to your landing page.
But inevitably, these techniques fail, and they can ultimately get you blacklisted.
You're much better off taking the slow, steady approach, following the rules even if it means compromising your advertising effectiveness in the short term. Think about the long-term consequences and possibilities of each decision you make.
There is some good news here.
Google isn’t shy about publishing its advertising policies.
If you're willing to do the reading and research, you can thoroughly understand what Google expects from regulated and sensitive categories like yours – and you can easily adhere to the guidelines.
Well, maybe not “easily,” but reliably.
Generally, Google splits content into two types:
· Restricted content. Restricted content is sensitive content that is subject to more regulations. You must precisely comply with requirements for copy, images, website content, and more if you want to remain in circulation.
· Prohibited content. Prohibited content is totally disallowed. You cannot include it without facing significant consequences.
Unfortunately, we can't give you a big list of all the rules you need to follow, as the rules are different for various industries. Some of the most popular industries and categories that face steeper restrictions include:
· Pharmaceuticals and healthcare products
· Weapons and explosives
· Financial services (including cryptocurrencies)
· Gambling/games of chance
· Alcohol, tobacco, and similar products
· Political ads
· Adult content and services
While there are certainly commonalities between regulations across these categories, each category has its own unique blend of restrictions and rules to learn. For example, pharmaceutical businesses require formal certification from Google and are only allowed in some countries. In the financial services industry, you'll likely need a specific license, and you'll need to provide adequate disclosures for your products and services.
The more intimately you know these rules and regulations and how they apply to your industry, the more likely you'll be able to advertise successfully. Don't advertise until you're sure you understand all applicable Google Ads policies.
One other important note here: you need to stay updated.
Google isn't stagnant, and its advertising policies are constantly in flux. Accordingly, you need to stay abreast of recent changes and update your ad approaches in line with them.
The easiest way to do this is to subscribe to Google Ads policy updates, but you should also regularly engage in Google Ads forums. If you're lucky enough to have a representative, maintain open and transparent communication with them and stay in touch regularly; they can be a massive benefit for businesses in regulated and sensitive categories.
The more research you do, the better. You need to thoroughly understand your advertising landscape before you try to thread this needle.
· Google Ads policies. Obviously, read and understand Google Ads policies as they relate to your industry. We mostly covered this in the previous section, but it's part of the research you need to do.
· Licensing and certification requirements. Even if it's not specifically required by Google, it's a good idea to get any appropriate licenses or certifications. It's a mark of authority and trustworthiness that might save you if any of your ads are reviewed for potential policy violations.
· Laws and regulations. Similarly, violating any laws and regulations in the country where you're advertising could be grounds for ad removal or account suspension, even if those violations aren't specifically listed in Google Ads policies. Always ensure legal compliance before advertising with Google.
· Competitor advertising. It's also a good idea to research your competitors. It's very likely that businesses similar to yours, in the same category, are already advertising successfully. Look at what they're doing. How are they phrasing things? Which disclosures are they including? Do you notice anything missing? You can learn a lot simply by studying previously successful ads.
· Market research. The success of your Google Ads largely depends on your ability to successfully target and appeal to your demographics. If you're properly informative and persuasive, with relevant messaging to the people you're reaching, you're much less likely to face reports, removals, and suspensions. Accordingly, you need to do a deep dive into market research so you better understand your target demographics and can appeal to them with relevant content. If you don't have buyer personas, develop them. If you don't know what your target audience is struggling with or what they want to, pause your ads until you figure it out. There are no shortcuts here, so do a deep dive into your market research if you want a reasonable chance to succeed.
When creating and preparing new ads, make sure everything is compliant, including your copy, your images, and any of your website content.
Remember that the rules and restrictions vary by industry, but these are some general rules that can help you get started:
· Stick to the facts. Don't exaggerate. Don't embellish. Certainly don't lie. It's important to stick to the facts as closely as possible, even if it makes your ad a bit stoic or “boring.” Purely factual advertising rarely gets removed.
· Avoid prohibited or sensitive terms. Review prohibited and sensitive terms that apply to your industry, and avoid those terms like the plague. Consider creating a list of alternatives that you can rely on instead.
· Be transparent. Be absolutely transparent with your target audience, even if you're forced to reveal things that weaken the appeal of your products and services. Offer disclosures when required, and potentially when not required if they can boost your credibility.
· Adopt a serious, professional tone. Don't play with fire. Your best course of action is to adopt a serious, professional tone across your ads. It's much less likely to be reported, and it will seem more authoritative and trustworthy.
· Eliminate sensationalism. In line with this, eliminate all forms of sensationalism. Graphic or revealing content, exaggerated claims, and other techniques designed to evoke strong emotions are probably going to work against you.
· Focus on using images for context. If you're going to include images, make sure they provide meaningful context. Advertisers sometimes select images based on how easily they grab attention or how exciting they are, but this is a surefire way to fail if you belong to a sensitive or restricted category.
· Include warnings if necessary. If there are any warnings that are relevant to your products and services, include them. More information is typically better in matters like these.
· Leverage the power of AB testing. The more relevant and effective your ads are, the more likely they are to succeed. Leverage the power of AB testing to learn more about what your audience wants to see and how to give it to them.
Don't forget about your landing pages.
These are important to Google as well.
If your landing pages deviate from Google Ads guidelines, or if they contradict what's in your ads, it could work against you.
These are some tips to get you started:
· Keep it relevant. Always make sure your landing page is completely relevant and in line with whatever is included in your ad. If users click your ad and find something unexpected, unpleasant, or otherwise jarring, Google might take action.
· Issue disclaimers and warnings. This is an opportunity to double down on disclaimers, warnings, and important disclosures. Err on the side of caution and make these prominent to show that you're in full compliance with both Google Ads policies and laws in your area.
· Make your business information accessible. Make your business information transparent and accessible. Offer your brand name and business location information, and give visitors some way to contact you, preferably via phone and email. It's a sign of trustworthiness and it can proactively resolve potential disputes.
· Be straightforward and transparent. Everything on your landing page needs to be straightforward and transparent. Follow the same rules you did for your ads, and avoid exaggerations and sensationalism.
· Double check Google Ads requirements. Always double-check Google Ads requirements when constructing your landing page. You should fulfill or comply with each item on your landing page to be safe.
You've already done significant market research, so make sure you apply it correctly. Target your audience very specifically so that your messages are only shown to people for whom they are relevant. If someone outside the scope of your target demographics sees your ads, they'll be much more likely to issue reports – and your ads will be much more likely to be removed. It's especially important to target people in the right geographic area.
There are some Black Hat techniques designed to circumvent Google Ads rules and regulations, or otherwise give you an unfair advantage in a sensitive or restricted category. These techniques typically violate Google policies and are largely considered unethical by the advertising community.
One of the most prominent examples is cloaking. Using one of several techniques, cloaking can allow you to advertise to audiences with content different from what you showed Google for approval. It's obvious why this is potentially beneficial, but it's also obvious why this is unethical.
As you might imagine, these techniques can work temporarily. They can give you a significant short-term advantage, allowing you a better strategic position and potentially more ad opportunities. However, if you use them, you could get your account suspended, or even permanently blacklisted. Even if you evade that, you could ruin your company's reputation and jeopardize your long-term results.
Do not follow these strategies. If a PPC agency recommends any such strategies to you, fire them.
They simply aren't worth it.
Navigating the world of Google Ads isn't easy.
In fact, it's stressful and incredibly difficult if your business happens to belong to one of these sensitive or restricted categories.
The good news is it's much easier to be successful when you work with a PPC advertising agency that has experience creating and managing ads for a business like yours. We're deeply acquainted with all the rules and restrictions you need to worry about, and we know how to make target demographics like yours convert.
If you’re ready to get started with a free consultation, contact us today!
When you want to use paid search marketing platforms, Google Ads often leads the list. Because of its versatility, simplicity, and popularity, it’s obvious why it’s a popular choice. But when you drop all of your PPC advertising money into one marketing strategy, you could lose some leads.
That’s why some businesses explore paid advertising marketing outside of Google, with many turning to Linkedin Ads.
Google Ads and Linkedin Ads are highly efficient ways to market your products and services to businesses and consumers. But each marketing channel has its advantages and disadvantages. Whatever you choose, make sure you discuss the matter with your web development company.
Below is a closer look at each option.
We think it’s reasonable to conclude that Google reaches a vast audience worldwide – its ad reach is a stunning 4 billion people. Google search handles about 70% of desktop searches, and many companies report that they get about 90% of their organic traffic from the search engines. Also, up to 95% of the mobile search market comes from Google.
People use Google’s search a lot, and having the ability to target search terms with specific search ads is a massive benefit of Adwords. People tend to search for very specific things in Google, so if you can customize your Google advertising for your targeted audience, you’ll receive plenty of leads.
So, we can assume that most people’s targeted audience uses Google to some degree. That’s a massive advantage for companies when they want to target an audience.
However, businesses that want to narrow down their search may have issues getting their Google ads settings right with both Google Ads. And if you blunder when segmenting your audiences, your digital ad campaign could suffer.
LinkedIn features a narrower audience – 500 million users – namely businesses and business professionals. But this more limited audience makes it the perfect place for effective B2B marketing. LinkedIn lets marketers serve online ads to decision-makers and vital audience members in several ways.
Summary: For B2B firms that want to reach decision-makers, Linkedin is a terrific advertising platforms. If your B2C company intends to increase its reach, Google Ads could be the best fit.
When you target your audience with Google Ads, you have a few options: location, affinity, technology, buyer behavior, demographics, and interactions with your app or website.
No matter how much you know about your buyer, you may struggle to avoid clicks from worthless leads that cost too much.
In some cases on Google, people may not even know what they’re looking for. You can try to advertise to your desired targeted audience on Google Ads, but it can be challenging to get to the precise people who will most likely buy what you sell.
When people sign up for LinkedIn, they usually provide many details, such as their occupation, title/job title, experience, industry, education, interests, and more. All of this information can be leveraged for great advantage when you start your marketing campaigns.
Also, LinkedIn users can join many groups, start conversations, and obtain followers. The data is priceless when you want to target a specific audience and market to them. LinkedIn also has a Matched Audience that helps advertisers match their email marketing lists and website visitors with users on LinkedIn.
Many marketing experts think that LinkedIn Ads offer more value. LinkedIn has refined targeting, and you can make your product known to them so that you can tell them about something they didn’t know existed.
Summary: For B2B and B2C companies looking for a broad audience, Google Ads has enough targeting features. But for B2B firms that want to target specific groups, LinkedIn Ads has about 100 segmentation methods for micro targeting.
When you want lead generation, Google Ads has a broader reach and is the most effective. First, you can bring in a lot of prospects to your site without breaking the bank. The audience you’re after on Google visits the search giant with the idea to find the best product or service. This makes generating leads easier.
Getting leads from LinkedIn can be more challenging. Users of the platform may sign in to read industry news or talk to group members. No matter how perfect your ad is, viewers may not be in the mood to buy anything.
That said, Linkedin has a way to target ad leads through in-site messaging, which can generate plenty of leads.
When it comes down to dollars and cents, LinkedIn Ads usually are more pricey than Google Ads. As in Google, you can select cost-per-click or cost-per-impression.
LinkedIn also features a cost-per-send for InMail advertising. Typically, you’ll pay about $5 for each click, $6 for 1,000 impressions, and .80 for each send.
With Google Ads, the average CPC is $1. But to leverage that low cost, you need to work on your audience segmentation. If you don’t your ROI may be below what you want.
Summary: Advertising budgets for each platform depends on several factors. On average, Google Ads cost less than LinkedIn Ads. If your B2B company has a tight budget, you may want to focus on a limited variety of LinkedIn ads instead of a broad range of Google Ads.
So should you advertise with Google Ads vs LinkedIn Ads? Yes!
What we mean is, it depends. The correct choice depends on your budget, product or service offered, marketing goals, and target audience. You should not assume that when you need a digital marketing campaign, Google Analytics Adwords is the only choice.
It’s critical to evaluate the market, understand who your buyer is, and make a data-driven decision about the best marketing platform to reach your well-defined goals. One type of company might do better with Google Ads, and another may find LinkedIn Ads preferable.
The great news is you don’t need to choose between the two platforms. Many businesses use both, as well as Facebook, Instagram, and others. If you have the budget, it may pay off to diversify your paid search advertising to get the best ROI.
