Marketers facing the challenge of promoting a website, driving traffic and increasing online sales know very well that search engine optimization and contextual advertising are best suited for this. Each of them is strong in its own way, but in combination they can give a double effect, because, despite the difference between them, both channels perform the same tasks – they bring the consumer to the site, motivate him to make a purchase.
This may be a revelation for some ad professionals, but SEO and PPC can interact successfully with each other, borrowing great ideas, flashy ads, and CTR techniques. Contextuals and SEOs can help each other achieve better results than when working alone.
In this article, we’ll share with you our insights into what SEO and paid search advertising and display ads can do for each other.
PPC tests keywords
Successfully working contextual advertising is a treasure trove for an SEO who tries to understand the behavior of the target audience and recognize which search queries they use most often.
First, in advertising systems, a webmaster can receive information about queries and hints from search engines, which he can use in his work.
Secondly, according to the results of even a small advertising campaign, you can see how consumers are looking for a product, what keywords they enter, how they react to ads of different formats.
This tip works the other way too. If for SEO promotion the specialists have competently made up the semantic core, then search queries from it can be used when launching the context. Moreover, SEOs often cluster keys by subject or product, which is very convenient when setting up paid ads.
If an advertising campaign is created from scratch and has nothing to rely on, then the marketer will have to independently collect keys on Yandex Wordstat, and then structure them using special services like the semantic core clusterizer. It works as quickly as possible and does not require any special skills from the user. All that is required to get started is to enter a list of queries, set clustering settings and click “Search”. The system will process all requests and provide a grouping of keys that can be used both to optimize site pages and for ad groups of contextual advertising.
What can long tail keywords do?
For experienced SEOs, low-frequency multi-component keywords have long become one of the handy elements that can attract the target audience to the site, because such requests are made only by people who know exactly what they want. However, by combining SEO and context, it is possible to view long-tail keywords from a new perspective. The fact is that it is in such intricate phrases that you can often find hints regarding negative keywords for PPC campaigns.
For example, the query “do-it-yourself unbreakable Christmas tree toys” is not at all the same as “unbreakable Christmas tree toys”. The negative word “do it yourself” will help exclude people who are not interested in purchasing products. Of course, there is a minimal chance that a person planning to build a craft will eventually abandon the idea and decide to buy a finished product. But in this case, he is unlikely to enter the query “DIY toys”. Most likely, he will simply carry out the search again, but this time with the add-on “buy”.
Finding negative keywords in long queries plays into the hands of everyone involved in the process. On the one hand, users do not waste time clicking on links that are potentially uninteresting to them. On the other hand, the advertiser does not spend money on useless clicks that cannot be converted into a purchase.
Context helps to wait for SEO results
Many site owners know that SEO-promotion, firstly, causes more confidence in the user, and, secondly, it gives a long-term result, has a positive effect on the site’s ranking, its perception by search engines. However, even with intensive site optimization, it is impossible to quickly get a result from SEO. It will take several weeks or even months for a site to appear in the top ten. So that the site does not stand idle all this time without traffic and sales, it is optimal to use PPC.
What will PPC ads tell you about?
In addition to monitoring the use of search phrases, the site owner running the ad can also monitor user reactions to different ad text. It’s no secret that the content of the message affects the click-through rate of an ad. If your PPC campaign has some particularly good ads, it’s worth taking note of them for use in your SEO strategy. For example, you can:
- use successful texts from context to write meta tags for the site;
- use good message ideas to create posts in a corporate blog, compose promotional offers for clients.
Context will help bring the visitor back to the site
It is absolutely not a fact that a user who has switched to an online store from the search results will make a purchase there. Maybe he will not be satisfied with the price of the product. Or he might want to compare offers across different sites. Perhaps he will just be distracted by something else and forget that he just planned a purchase. Be that as it may, there is always a chance that the user has not completely abandoned the deal and may still become a client.
What does it take to push him to order? Just remind of yourself with the help of advertising in the CCM and YAN. Having seen a picture with a product that he needs, a person is more likely to click on it. It’s easier than restarting your Google searches.
This strategy is especially often used by large market players who have a large amount of goods and are ready to offer the consumer not only the goods that he studied on the site, but also analogues that could potentially be of interest to him.
Search engine optimization (SEO) and contextual advertising (PPC) are the main pillars of online promotion. However, it would be wrong to distinguish between them, depriving them of the ability to help each other and enrich each other. Smart marketers know that combining these marketing strategies creates new opportunities.
Firstly, a specialist using SEO and context receives a large amount of material to analyze consumer behavior. He studies requests and texts, isolating among them those that really work. During this work, interesting details about user actions may emerge that cannot be simply guessed.
Secondly, PPC acts as a substitute for organic search results during website promotion, and also helps to form the authority of the company, creating a positive brand image.
Thirdly, the complex of SEO and contextual advertising gives a chance to hone keywords, find negative keywords, and highlight the most powerful queries. Working with the semantic core has a positive effect on ad impressions and site status in search engines.
The main thing to remember when combining site optimization and contextual advertising techniques is that they are not static tools. Search engines are constantly improving their algorithms, forcing users to change their SEO and PPC strategies.
Based on materials from Search Engine Journal (1, 2, 3).