4 Reasons to Pair a Paid Search Campaign With Your Successful SEO Approach

Business owners tend to think of search engine optimization and pay per click strategies as mutually exclusive. However, they can be used together as complementary approaches to gain you more traffic, leads and conversions. Here are four reasons to consider adding a PPC campaign to your already successful SEO tactics.

1. Ad Rankings Do Not Change

Thanks to Google’s algorithm updates and user interface changes, search engine rankings can become volatile. While it’s always possible to modify your SEO strategies, your Ad Rank can stay consistent with the right paid search campaigns. PPCs give you the ability to directly control your ads’ rankings, so long as you use an optimal combination of quality score and budget.

2. Gain Twice the Visibility

Would you pass up a chance to see your company listed twice on the first page of search results? That’s the power of pairing pay per click with your search engine optimization. You literally get twice the visibility, giving you a definite advantage over competitors who don’t invest in a PPC campaign.

3. Boost Click-Through Rates

Before you even achieve conversions, you need to get the click-throughs first. Google’s 2012 study revealed that around half of all clicks generated from paid adverts are not gained organically when the website has a first position search ranking and no ads. The lesson to be learned? Paid ads gain you additional clicks, which you could miss out on if you’re only relying on organic SEO strategies. 

4. Improve Your Conversion Rates

Combining PPC with an existing SEO approach can result in conversion rates as high as 200 percent. Those are pretty exceptional results, but blending paid ads with search engine optimization gives potential clients more chances to get to your website in the first place.

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