I work on SEO for client who heavily uses PPC services. I optimize pages, create relevantlanding pages, find links, etc, using keywords that change monthly. I was wondering how to compliment the PPC campaign? Should keywords be same? How or why would they differ? I want us to be on same wave legnth and wonder how best to approach this.
Thanks!
LJ
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How Do Ppc Campaigns And Seo Compliment Each Other
Started by
hobby
, Oct 29 2004 03:52 PM
3 replies to this topic
#2
Haystack
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HR 7
- Location:Minneapolis, MN
Posted 29 October 2004 - 04:49 PM
One common difference between SEO and PPC is the volume of keywords you target. In my experience, PPC campaigns deliver the highest ROI on terms that are relevant but somewhat obscure. With SEO, people tend to focus on optimizing for the most competitive terms relevant to their site, then pick up the more obscure keyword combinations by default.
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.
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.
#3
projectphp
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Lost in Translation
- Location:Sydney Australia
Posted 29 October 2004 - 06:39 PM
The best way to compliment PPC is to target heavily the terms that don't quite deliver a good ROI when doing PPC.
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.
Happy hunting!!
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.
Happy hunting!!
#4
Jill
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High Rankings Advisor
Posted 30 October 2004 - 10:13 AM
Patricia Hursh had a great article in my newsletter a couple of months ago called When to Optimize and When to Advertise which discusses this issue.
Jill
Jill
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