SEO and PPC – How It is Effective for Your Digital Marketing Strategy

SEO and PPC – while both terms are evidently different, both are crucial components of any modern-day online marketing strategy.

Have you ever seen those ads on your search engine results that say “Ad” on the top left corner?

If your answer is yes, then that’s what is known as PPC ads.

SEO, on the other hand, has everything to do with search engines. It revolves around improving your website’s visibility on the search engine result pages when people search for specific keywords.

Did you understand the difference?

PPC is an ad that you see when you search for something. Here’s an example:


Image Source: Business 2 Community

Notice how some of the results show “Ad” to the left of the website link? That’s also known as a PPC.

What is SEO?

SEO is an acronym for search engine optimization, which is the strategy used to add search engine friendly strategies to your website in order to improve your search visibility.

The right and proper SEO strategy can help you jump to the first page when people search for something related to your business. But it all depends on how you draft your SEO strategy.

For example, an e-commerce store will use high-ranking keywords like “shop online” or “reasonable prices” in its content to appear on the top when people search for those keywords.

Of course, now people are well aware of where to shop online from, thanks to the increased exposure of the internet. Regardless, there are still some keywords an e-commerce store can use to attract an audience.

Features of SEO Strategy

Here are some SEO strategy essentials you need:

  • Content – Add tasteful and exciting content that relates to what you have to offer. For example, a software house will write blogs about the latest tech and trends.
  • Keywords – Use SEO tools to gather the right keywords that help the search engine connect the right audience to your website.
  • Meta Title, Meta Description & Meta Tags–The meta title and description is what users see when searching for something relevant to your website.

Advantages of SEO

  • SEO is a cost-effective solution to improve website visibility.
  • You can generate limitless organic clicks because they don’t cost a cent.
  • Organic marketing allows you to remain consistent if you keep improving your website’s SEO.
  • SEO helps you target various stages of the funnel without any payment.
  • With the right strategy, you can get more clicks through organic searches as compared to paid ads.

Disadvantages of SEO

  • SEO is an organic strategy, which means it takes time to show results. You need to be consistent and thorough while dealing with SEO.
  • SEO needs time, dedication, and in-depth content building with an in-house team. An SEO specialist will help you achieve your goals.
  • SEO is an evolving strategy, which means it changes every day, and you have to update your strategy and content accordingly constantly.
  • There is no guarantee if your devised SEO strategy will work, so you have to keep changing things until you find what works best.

What is PPC?

PPC is an acronym for pay-per-click, which means you are charged each time a user clicks on your ad link.

The PPC ads usually run on search engines like Google or Bing.

Now here’s the tricky part that needs some attention:

You’d think that PPC ads work like billboards – you pay for them, and your ad stays on the top forever. However, that’s not the case.

When you’re adding a PPC ad, essentially, brands bid for the ad placement that they want. The ad appears on the top every time a user searches for a specific keyword.

Every time a user clicks the ad and lands on the website, the search engine charges a nominal fee.

You need to do thorough research to find the right keywords to bid on before you start spending money on a PPC ad. When a user searches for a specific keyword, Google runs an algorithm to find the website with the best relevance to the keyword and answers the users’ query.

Features of PPC

  • Long-term goals for PPC marketing plans can prove fruitful.
  • The ads are paid for every time a user clicks the ad.
  • It offers a detailed analytical report.
  • It helps you keep your business away from negative keywords.
  • You can target the exact audience you want on your website.

Advantages of PPC

  • PPC ads allow you to remarket easily as compared to SEO ad
  • You can easily measure your website’s performance with the help of the analytical data received from your PPC campaign.
  • PPC has pixel tracking, which lets users track each keyword and ad individually. It can also track AdWords and Facebook Advertising.
  • Unlike SEO, PPC gets quicker results.
  • You can expose your brand locally and globally, based on the target audience you choose. It makes it an ideal choice for local businesses.
  • You have more control over which pages get visitors.

Disadvantages of PPC

  • There are many variables involved, so it’s easy to get confused when planning a PPC campaign.
  • PPC isn’t a cost-effective solution and requires a big budget. The ads cost per click, and you need a resource who knows the in and out of placing PPC ads.
  • PPC ads disappear as soon as the campaign ends. To stay on top, you need to continue paying.
  • PPC is a gamble, which means you can’t expect it always to work.

SEO and PPC – How Can They Both Work Together?

Business owners always wonder if they can enjoy the best of both worlds.

And the answer is yes! You just have to smart about it.

Here’s how they complement each other:

  • If your website is on the top using a PPC strategy and SEO strategy, there’s a higher chance of a user clicking one of the links.
  • You can utilize the keywords from your PPC campaign to improve the SEO content on your website.
  • A PPC ad helps generate results that improve brand awareness, which helps your SEO strategy in the long run.

In Conclusion

When thinking in the context of SEO vs AdWords – the right choice will be to invest in a cost-effective strategy that provides a good mix of both, SEO and paid advertisements like PPC or AdWords. Also if you want a detailed guide on Digital Marketing read our article on Introduction to Digital Marketing.

Successful Ways for PPC Campaign Optimization

Thehe Let’s start by stating that, “If you don’t know what you are doing, PPC can be expensive! Even if it’s just, PPC campaign optimization.”

Let us introduce you to PPC (Pay-Per-Click) first!

PPC or Pay-Per-Click is an advertising model.

PPC advertisements are used to drive traffic to a website – in which the advertiser pays the publisher when his ad is clicked, hence the name Pay-Per-Click.

Sometimes you might have the top results in the SERPs, which look a little like this.

Some folks believe the result in the above image is due to an SEO ad or SEO advertisement, where in reality, they are popping up due to PPC.

Although SEO advertising is a thing, the main difference between the two approaches is that: SEO is organic, and PPC is paid to advertise.

Trust us when we say that PPC is a whole new world.

PPC can be quite overwhelming too!

PPC marketing is also known as SEM (search engine marketing).

If you do not know what you are doing, PPC can drain you of your budget and have nothing to offer you in return.

These are some of the forms of PPC’s:

  • Text Ads
  • Responsive Text Ads
  • Video Ads
  • Image Ads
  • Call Ads

And the well-known PPC Ads Platforms are:

  • Google AdWords
  • Bing Ads
  • Amazon Ads

Where PPC can drain you out of your budget – it can also prove to be an economic engine!

If PPC is done correctly, it can create wonders for your brand, creating incredible value and immense ROI.

PPC advertising is the best option for brands that are looking to grow by increasing their ROI.

PPC gives you an option to target the most elite traffic and drive them to your website.

Through this strategic process, PPC experts bring visitors who are already searching for the service/product.

These customers are more likely to convert!

For example – If your PPC strategy is perfect and you have targeted the most authentic audience – on an investment of $100, you can earn $1000.

Running A Successful PPC Requires Optimization And Planning

Previously we said that PPC can create wonders for your brand “if planned/optimized correctly.”

The question now is why PPC optimization is necessary and how you can optimize your PPC campaigns.

Let’s start with Why You Need PPC Campaign Optimization.

The process of PPC optimization entails the following:

  • Managing
  • Implementing
  • Testing
  • Refining
  • Improving

 You need to realize the importance of PPC campaign optimization!

Without ongoing optimization of the components mentioned above, your money will be wasted!

These Ads platforms like Google AdWords and Amazon Ads make it very easy to set up a campaign and run it.

However, they can also easily spend all your budget if you don’t have an ongoing strategy.

There are many things connected to an ongoing campaign, so you have various elements you need to optimize!

Your PPC campaign is useless if it is not optimized correctly for the search.

This is the reason why PPC optimization is crucial for any PPC strategy.

Worried? Well, don’t worry! Keep reading, and you will get your PPC campaign running in no time!

So you want PPC campaign optimization?

Your PPC ads can be optimized in the following levels – let us tell you how!

  • Campaigns
  • Ad Groups
  • Ads
  • Key Phrases
  • Landing Pages

Before learning the optimization technique, know that your brand goals and marketing objectives will tell you whether PPC advertising is right for you or not.

We have encountered very few brands that have not benefitted from PPC advertisings.

With that out of the way!

Of course, they had their campaign property set up and managed by experts.

Note that the optimization options given below are not limited.

Let’s begin…

5 Ways To Optimize Your PPC Ads


You need to understand the market and the targeted audience.

There are specific options for advertisers. Through these options, they can target a precise audience.

Targeting the correct audience will bring the most authentic audience – hence the probability of your conversion rate will be higher.

Some options available in the PPC campaign interface are as followed!

  • Network selection (search, display, search, and display)
  • Device selection.
  • Location targeting (country, city, and region)
  • Bidding selection (focused on clicks)
  • Budget setting
  • Ad rotation selection (evenly over time)
  • The ad extension selection (contact information)

Ad Groups

Ad groups do not have many optimization options. However, some have optimization options like:

  • Group naming
  • Group bid selection (CPC or CPM)
  • Automation rule usage (change bids, pause ads, and enable ad)


Ads include both text and image optimization options. Depending on the type of campaign, you can optimize your ads.

Some of the ads optimizations are:

  • Headline Editing.
  • Display the URL section.
  • Destination URL section.
  • Image type (mobile, banner, leaderboard, square, small square, large rectangle, etc.)

Key Phrases

Key phrases are the most crucial part of a PPC campaign.

The key phrases depending on the type of campaign you are running

Also, key phrases tell you that what keywords your audience is using to search for your brand.

Some of the key phrase optimization options are listed below.

  • Match type (broad, phrase, exact)
  • Maximum CPC (CPC or cost-per-click)
  • Maximum CPM (cost per thousand impressions)
  • Average Positioning.

Landing Page

Landing pages are not a direct part of your PPC campaign, but they play an essential role.

They optimize your cost per click and conversion rate.

This optimization increases relevancy and conversion rates.

When a user lands on a page – he instantly realizes that your product is the one he was searching for – hence he makes the purchase.

Landing page optimization includes the following options:

  • Design selection (layout, colors, or logos)
  • Copy usage (strong headlines, relevant text, and trust-building reviews or testimonials)
  • Usability Optimization (easy to use forms and functionality)
  • Necessary Call to action (CTA button)

So now you know what you have to do to get your PPC ad campaign rolling.

Note that the steps mentioned above are essential, and they need to be optimized professionally.

An Expert Team

Finally, our last point…

So, you got it all right!

You are optimizing your ads now!

But know this– this is not a one-time show!

In SEO vs. PPC, we would rather stand on the SEO side because both SEO and PPC are similar, but the results actually matter in both approaches.

The results in SEO are more qualified as compared to PPC nowadays.

SEO and PPC are also similar because you need to continuously optimize your ads to get the best possible results.

PPC ads are a lot like SEO (search engine optimization). You have to constantly monitor your efforts, keep an eye on the analytics, and constantly improve your previous implementations to get awesome results.

There are, however, several PPC advertising agencies that can help you with your ROI so, getting an expert to do your bidding is the perfect solution here.