Managing PPC and SEO campaigns as separate entities, generally won’t yield the best results, no matter how much time is allocated to each.

PPC and SEO campaigns are often viewed as very separate channels. However, running and managing them as separate entities won’t yield the best results, no matter how much time is allocated to each channel. An integrated approach is essentially the best and only approach!

While it is unrealistic to expect every keyword, blog, landing page or paid search ad to convert, it is possible to optimise your processes to ensure your PPC and SEO campaigns are working together for better results. Here are some key tips to consider:

Use Various Reporting Tools to Inform Campaigns

All digital channels should complement each other. One of the most important factors to make sure that PPC and SEO is working together, is keeping tabs on the data gathered on both paid and organic search queries. Thus, reviewing your search query reports alongside monitoring search terms from in-site searches and search console is paramount.

Reviewing these data sets regularly is a must, along with what terms are converting and which ones are not, will help to inform your decisions on where to invest your ad spend.

Landing Page Optimisation

While it is generally accepted that that PPC landing pages should lean towards less content and prioritise transactional intent, there still needs to be options on the page to understand the product and/or service. This informative content should be below the fold (visible after the first scroll) while keeping the path to conversion clear.

SEO focused pages on the other hand generally require more rich and authoritative content to rank well however if the path to conversion is unclear or not there at all), this will lead to missed opportunities.

Looking for a centralised agency to manage your PPC and SEO campaigns?

Working with one centralised digital agency like FCDM, can help to ensure that your PPC and SEO campaigns are aligned and ensure that your overall digital marketing performance is running at optimal levels.

If you feel that your business could benefit by working with Ireland’s leading digital marketing agency in Dublin, feel free to get in touch today on +353 1 5253188 to discuss how FCDM can help take your business to new heights!