Is PPC Part of Your SEO Plan?
Are you getting ready to launch a big, Google Ad campaign just because you think it might work? Well, it may be just what you’re company needs to boost online awareness.
But before you begin your pay-per-click (PPC) campaign as part of your search engine optimization (SEO) process, there are three main questions to ask yourself:
1. Do you have SEO keywords?
By using the top keywords your audience is searching for in your PPC ad, you’ll attract more attention… so before you just start writing your ad, conduct some SEO research.
Use a free tool like Google Analytics, WordTracker.com, and others to see the keywords people are using to get to your site. Then, incorporate these words into your ad and think about what you are trying to accomplish.
2. Do you have a landing page for each ad?
When people click on your PPC ad, where does the link take them? Before you post it, create a specific landing page for your ad that will help accomplish the goal for the campaign.
Your landing page should include the same phrase that’s in your PPC ad so that people know they are in the right place when they click on it.
Plus, rather than sending people to a generic Web page, you can send them to a unique page to sell your product or service with a specific call-to-action. Then, you can track activities and make changes to your landing page as needed to increase sales or clicks.
If you don’t have a landing page for your PPC ad, you won’t get the best results possible for your campaign.
3. Test and monitor.
The great thing about SEO is that you can see what the results are, test different words and phrases and then use the words that provide the best results… immediately. If you are not checking your PPC campaign on a regular basis, you are missing out on a golden opportunity.
With this in mind, check the clicks on your PPC link and your landing page. Are you seeing the results you want to see? Are people clicking on your link and following the call-to-action on your landing page?
If not, test different variations of your landing page, try different keywords in your PPC ad and then check the results again. By monitoring and testing your ad campaign, you can “tweak” it until it provides the results you desire.
Save Time and Money.
Instead of jumping online with a PPC campaign to try to increase sales, take a few minutes to plan and think. Develop your goal, keywords and landing page first. Then, place your ad and monitor results.
If your campaign is not working, test different, SEO word-variances in your ad and on your landing page. Yes, this takes extra effort. But by paying attention to your PPC campaign and changing it for the best results, you’ll save time and money. Best of all, you’ll create a campaign that actually brings in new customers and sales.
For additional help with your SEO process, please write to me here or at www.rembrandtwrites.com.
November 14th, 2011 at 9:35 am
PPC and SEO are related because they “help” traffic and drive sales. However, SEO improves rankings, PPC really doesn’t. If you stop PPC, your traffic from PPC literally stops. If you get great rankings from SEO and stop working on it, the rankings will remain (for a while) and your traffic will stay the same as long as another SEO specialist doesn’t bump you for the same keyword phrase. Its good to have both for a new website or a really struggling one, but once the rankings are there, I would not use PPC, complete waste of resources. Just an opinion. Great topic. Cheers.
November 21st, 2011 at 3:12 pm
Great info regarding PPC. I am doing both SEO and PPC right now in terms of traffic. My Adwords campaigns are doing fairly well, but I never thought of creating a new landing page for each ad. I have two adgroups and a landing page for each. Do you recommend having a different landing page for each ad or for each adgroup?
Thanks!
Matthew
November 25th, 2011 at 8:14 pm
Yeah, I’d recommend having a separate landing page for each ad, you want it to be very specific to the ad, so that when people land there, they know exactly why they’re there. Good post, thanks.
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