PPC Advertising The First Step In A SEO Marketing Campaign
Below is a MRR and PLR article in category Internet Business -> subcategory SEO.
PPC Advertising: The Essential First Step in an SEO Marketing Campaign
Introduction
Many websites view SEO and PPC as separate marketing strategies, each with its own set of supporters. However, both play crucial roles in internet marketing. If you're planning a significant SEO initiative, starting with a PPC campaign is a vital first step.
Why Start with PPC?
Testing the Waters
Imagine you have a website offering products or services in the travel market, and you're ready to invest heavily in optimization. You're aiming for high-competition keyword phrases like "Europe travel," which has about 400,000 searches monthly. After years of effort, you finally achieve a top search ranking, only to find your sales are disappointingly low, converting at just 1 in 10,000 views.
Clearly, there's a problem.
The Role of PPC
A PPC campaign is essential for testing your site against keyword phrases before committing significant resources to an SEO campaign. Platforms like Google Ads and Overture are ideal for this purpose, despite some concerns about click fraud.
Crafting Your PPC Campaign
When you set up your PPC campaign, focus on testing keyword phrases rather than maximizing sales. This approach helps determine if you've chosen the right keywords for your SEO efforts.
Avoiding Pitfalls
Both Overture and Google Ads allow you to choose the reach of your keywords. Many default to the broad match option, which is problematic for testing. Broad match means your ads will appear for your keyword phrase and variations, leading to potentially misleading results.
In our travel example, if you run a Google Ads campaign for "Europe travel" using broad match, you might find a conversion rate of 1 in 70. Encouraged, you embark on an extensive SEO campaign. But are you confident about your keyword's value? Without further steps, you can't be sure if another phrase, like "European travel," is more effective.
Getting Accurate Results
Exact Matching
To ensure accurate testing, bypass the broad match option. Instead, use the exact match option in Google Ads by placing brackets [ ] around your keyword phrase. This limits your ad's appearance to only that specific phrase.
Tracking and Analysis
Track the traffic from your ads with server tracking tools or the options provided by your PPC platform. This data offers a more accurate picture of your keyword's effectiveness.
Conclusion
Nothing is more frustrating than achieving top rankings but poor conversions. The key to overcoming this challenge is testing thoroughly. Starting with PPC campaigns in your internet marketing strategy can prevent headaches down the road, saving time and resources while setting you up for success.
You can find the original non-AI version of this article here: PPC Advertising The First Step In A SEO Marketing Campaign.
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