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Big brands are wasting millions by not aligning PPC and SEO

I am always surprised to hear about brands that still silo their SEO and PPC strategy and management. This seems unusual in 2018, as marketing channel synergy is generally at the heart of most overall marketing strategies. So what’s the problem? Well, I think one of the reasons is that more often than not PPC and SEO practitioners have a lot of specialist knowledge but limited understanding of their closest search counterparts. I’ve also heard a lot of SEO and PPC managers say that there really isn’t any point, and there are limited potential gains to be made, which is total nonsense.

Joint PPC and SEO optimisation saves money
At ARM, we have a huge emphasis on cross-channel learning and application of that learning for greater client cost efficiencies. For a lot of online brands, paid and organic search are their biggest acquisition channels, so from the digital side of the marketing coin, this is where we start the search for cost savings. Many new ARM clients are already running successful PPC campaigns but feel that they are spending too much money to get there (right where Google wants them).

The All Response Media PPC/SEO optimisation model
The process starts with pulling together many different datasets that can tell us the most about the strengths and weaknesses of both a client’s PPC and SEO campaigns. Then we look at how SEO (being generally inexpensive on a cost per sale basis) can support PPC in areas it finds difficulty gaining traction. For example, if a company can buy paid position #1 for a given keyword but the page does not convert even after all possible conversion rate optimisations (CRO), then they need to offer a different kind of content altogether. This is where you can use SEO to learn more about user intent by offering information or subject-based content. This type of content for many clients can prove to be the road to conversion as good content gives the reader what they are looking for. From an e-commerce point of view, this is often-getting potential customers past buying obstacles. These user intent learnings can then be feedback into the PPC campaign, if the competition dictates there is a necessity for it.

For keywords that are very expensive to bid on it’s often more cost-effective to turn PPC off completely and simply optimise organically. Sure, you won’t get as many clicks even if you get your page to position #1 on Google as you would with PPC, but it will be a whole lot cheaper.

All Response Media viewpoint
Keywords or more specifically search queries are a clear expression of user intent. The problem is they are an incomplete expression of intent. If the content you have doesn’t work from either a PPC or SEO point of view it needs to be changed to something that does work. Ultimately, the combination of content experimentation, CRO and data are how we can make your PPC and SEO work harder.

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