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How Do Ppc Campaigns And Seo Compliment Each Other
Posted 29 October 2004 - 03:52 PM
Posted 29 October 2004 - 04:49 PM
Assuming you have a stats program capable of tracking conversions, you can test terms with PPC to find out if they're worth optimizing for, and take terms that generate sales/leads through SEO and create PPC ads to bring more of that traffic to your site.
Posted 29 October 2004 - 06:39 PM
Ok, step back. We can broadly group bought keywords into three categories:
1. Profitable - those keywords that generate a positive ROI.
2. Marginal - those keywords that have a marginally positive of negative ROI.
3. Money Suckers - Keywords that consistently deliver a negative ROI, and just burn money.
The thing about SEO is that the ROI doesn't need to be as strict. The Investment is only in time, and the results ongoing, so targetting unproductive PPC keywords will lead to good results.
Specifically, targetting the second category, marginal ROI PPC keywords, will have a great result, as you know many of these convert, they just don't convert well enough to pay for. If a site can capture these terms with SEO, then the overall campaign will be improved.
Remember, SEO needs to achieve a good ROI as well, and spending time, money and resources on phrases with the least competition and best conversions will achieve the best bang for buck.
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