When thinking about a digital marketing strategy, many people consider Google Ads and SEO (search engine optimisation) to be separate elements. And, while this is true, it is more useful to think of SEO and Google Ads as two sides of the same coin – this coin being search. SEO and Google Ads (also known as PPC) can complement each other when used for digital marketing strategies and ultimately lead to a more robust strategy. 

If you are interested in improving your digital marketing strategy you should invest in both SEO and Google Ads. The data from both of these techniques can be used to improve one another and can minimise the risk and costs you might incur when using only one or the other. SEO is a vital part of any digital marketing, just as Google Ads is too, but combining them both can lead to impressive results. 

Read on below for just some of the ways in which SEO and PPC can work together. 


Improved Visibility 


One of the major benefits of combining SEO and Google Ads efforts is that there is added exposure that comes with each one, especially on the search engine results pages (SERPs). You should never reduce your Google Ads efforts once a certain keyword ranks as number one, as it is often the case that the results ranking at number one are paid advertisements. 

Dominating both the paid and organic searches will show that your business or company is an established presence online and will help you to drive more traffic to your website. You can use organic SEO, such as creating backlinks or articles on your own website, in order to build your organic search rankings, while also focusing your efforts on your Google Ads to bring in more paid traffic. 


Boost Results With Remarketing


Remarketing is also known as retargeting and is the process of showing targeted advertisements to people who have previously visited your website or engaged with your brand. It is a highly powerful tool to have in your arsenal, because the people who you are remarketing to already know your brand, have interacted with it, and are likely to take action. 

By investing in remarketing, you can learn more about consumers by analysing your remarketing list. Factors such as interests and categories can help you to refine and define the type of keywords you should be using in your SEO strategy. Google Ads can also help to improve brand recall (or brand awareness) making it more likely that consumers will remember your brand and click through to your website in organic search results as well as in paid results. 


Double Down On Data


Running both organic and paid search campaigns provides you with double the data to analyse. This way you will be able to see which keywords are most searched for and clicked on in order to include these in your SEO content strategy, as well as which ones have high conversion rates. You can utilise this data to create content that will drive leads as well as website traffic. 

Having more data than you need is always the optimal choice, as this will allow you to test which strategies work. For example, you might want to use the keyword “website design agency” in a paid campaign to see if it will be seen more than your organic search campaign using the keyword “web design company”. Depending on the results, you can tailor your content to bring in the most leads possible. 


Use Ads Keywords For SEO Content


Creating content and a solid content strategy can be difficult, especially if you are not sure which keywords you should be using. The impressions, click-through-rates, and conversion rates of the keywords used in your Google Ads can help you to identify which keywords and phrases your audience is using the most in order to create relevant and valuable content. 

Once you have found keywords with promise, you can use them to create long-form content such as blogs or articles on your website. This type of content will help you to educate and nurture your audience while encouraging them to interact with your brand. You can also create landing pages for campaigns using these keywords, targeting people who are ready to take action now rather than later. 


Two Tools Are Better Than One


Combining the power of SEO and Google Ads will help you to improve your digital marketing strategy and make true headway into driving more leads and website traffic. SEO and Google Ads can help to improve your online visibility, help to boost results with intelligent remarketing, and the extra data can boost both paid and organic strategies. 

If you would like to improve your paid and organic digital marketing strategies, contact NetMechanic today to find out how we can improve your reach.