Does your company have a pay per click campaign or a search engine optimization campaign? How about both? Despite any recent debates, both of these online endeavors are essential to your business. Pay per click and search engine optimization campaigns achieve synergy; when combined, the results are better than an individual campaign on its own. So how can your company use data from a pay per click campaign and a search engine optimization campaign to acquire more customers? Check out the following strategies below.
- Refine Your Keywords – Compare your top performing keywords in your pay per click campaign to the keywords from your search engine optimization campaign. Are there any broad match keywords from your pay per click campaign that you could refine the match type to phrase or exact? (Mitchell). If so, then tweak as necessary, depending on your campaign objectives. Remember, broad match means related variations of your original keyword (example: if your original keyword is “salon,” then the broad match could be “salons”). When you refine your keywords, you can decrease your costs.
- Discover New Keywords – When you review your Google Analytics, you can find out which keywords are driving organic traffic to your site, and these keywords may not be in your pay per click campaign.
- Test, Test, and Test – Is it OK to have similar keywords in your pay per click campaign and search engine optimization campaign? I would hope there is correlation between both campaigns. To make a final call, test keywords over and over to see what works.
- Revise Your Content – You should compare data from your pay per click campaign to your search engine optimization campaign to make any content changes on your site. If a particular keyword isn’t doing well for either campaign, then it would make sense not to optimize around that keyword on your site.
In actuality, pay per click campaigns and search engine optimization campaigns can benefit your business. Pay per click does not destroy your search engine optimization or vice versa; both approaches will enable you to reach more potential customers online.
If your company has a pay per click campaign and a search engine optimization campaign, how has one campaign helped the other? In your experience, how have these campaigns benefitted your business?
About Alan Moore: Alan is an Internet Marketing Consultant with ReachLocal Baltimore. His mission is to help you increase your revenues and decrease unproductive advertising expenses through proven, online marketing strategies. He manages over $1.4 million in yearly marketing budgets and has worked with local businesses, agencies and the US government. Give him a call at (877)655-3438 to schedule a free consultation.
For additional strategies on improving your pay per click campaign and search engine optimization campaign, visit http://www.searchenginejournal.com/6-actionable-ways-to-use-ppc-and-seo-data-to-improve-overall-results-and-focus/33726/