Pay per click (PPC) and search engine optimization (SEO) are separate digital marketing techniques, with each delivering a distinct set of benefits. But because they are so effective in lead generation and improving brand awareness, many marketers today are seeing the benefits of combining both.
While both of these techniques have different end goals and results, combining them can supercharge your overall marketing efforts and take your business to new heights within a short period.
SEO is the process of improving a website’s quality so that it ranks higher in a search engine. On the other hand, PPC is a digital marketing model wherein advertisements are paid based on the number of clicks. So, how can they work together? More importantly, what kind of impact will they have when utilized in an extremely competitive marketplace like the construction industry?
Here are the five impacts of PPC and SEO that can help your construction marketing team achieve its goals:
The Offsetting Effect
If you’ve been using SEO and PPC as separate digital marketing models, you know that SEO is unpredictable. Measuring your performance is not that easy when it comes to SEO. In contrast, PPC is the opposite. In PPC, you can easily measure your performance with the number of ad clicks, and ads work differently than search engine ranking.
Higher Conservation Rates
When consumers visit your site, they become potential leads. However, potential leads aren’t sure buyers. Perhaps, they’re just looking around. With SEO, it’s hard to convert even if you have high-quality content.
If you use PPC to redirect potential leads to your website, the chances of converting a potential is higher. With PPC ads, there’s an advantage since interested consumers will click it. After all, why would you bother to click an ad if you’re not looking for that particular product?
When you analyze SEO data, you generate SEO information. The same thing goes for PPC data. What if you can use the data you individually gathered from SEO and PPC and use it to make your SEO campaign and PPC advertising better?
As said earlier, SEO and PPC have an offsetting effect. With shared data from two separate internet marketing models, you can discover new trends and information that aren’t discoverable if you look at SEO or PPC data alone.
Through PPC data, you can assess how consumers respond to your ads. The way you created your ad can directly measure how it performs based on ad clicks. If you use that data in SEO, you’ll have a bird’s eye view of what potential consumers want to see. In effect, your SEO content can somehow resemble the kind of content that consumers would pay attention to when they see it.
And since PPC doesn’t generate organic reach, its data will be a big help for your organic marketing strategy. So, think of it this way. If consumers click the ad, it must mean something. It’s either they’re interested, or they’re planning to buy the product. If you apply that in SEO, you can infuse more information and answer your potential customers’ possible questions.
Combat Negative PR
It is normal for some customers to post negative reviews about your products. However, PPC can help you combat negative PR if it can redirect internet users to your main website. And when they reach the website, your SEO content must immediately catch the viewers’ attention and address the negative comments from customers—of course, in a professional manner.
These are just some of the most prominent effects on your marketing strategy that you can expect when combining the best of these two powerhouses. The only thing left is to find a professional marketing partner who can help you achieve these benefits, and then some. Tulumi Digital Marketing Orlando is the company to call when it comes to professional SEO services and PPC services in the construction space.
Give u a call today at (800) 481-1720 to learn more about how our professional marketing services can elevate your construction company and improve your bottom line.