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If You Can’t Decide Between SEO And PPC, Consider Both



Web traffic is generated in two ways: search engine optimization (SEO) and pay per click (PPC). Success in business requires choosing one. Or does it?

Digital marketing is not one size fits all. Your strategy depends on your business, market and goals. An integrated approach may even be best.

There are pros and cons to both, so let’s break down each strategy and explore what an integrated approach can accomplish, too.

Asking The Right Questions

Before deciding which strategy is ideal, you need to figure out your digital marketing goals and limitations. Ask yourself:

• “What is my budget?” SEO might be best for a lean budget, although SEO does take longer to generate noticeable traffic. If you have a bigger budget, PPC will generate faster results, but it might take longer to reach your desired return on investment (ROI).

• “What’s my industry’s average cost per click (CPC)?” Without doing industry specific research, you won’t know how much PPC costs. For example, the keywords “bail bonds” might cost $60 per click for a bail bond business. In a different industry, you might pay just a couple of dollars per click.

• “What’s the search engine results pages (SERP) competition for my industry?” In some industries, it’s impossible to get placement on page one without a major investment. That may make PPC not worth it.


Increasing Organic Traffic With SEO

The goal of SEO is to land on page one of the search results. Since there is mystery to the algorithms that determine rank, it can take significant research and trial and error to get SEO right. The best SEO strategy is what already works: keywords and a positive user experience.

SEO also provides a marketing advantage for small and local businesses. Google gives preference to locally relevant keywords, often prioritizing small businesses in organic search.

Targeting Your Audience With PPC

PPC generates traffic through paid search. When an ad is clicked, you pay based on keywords used. You bid on keywords hoping that your paid advertisement will land at the top of Google search results.

Google’s formula for choosing which bid wins and gets top placement stems from a combination of your top bid amount and your ad quality score. This means that the top bid doesn’t always win. Don’t worry, though. The “auction” for keywords takes place billions of times monthly to ensure users find relevant ads.

PPC can pay off if you have the budget. It’s a guaranteed way of getting your ad the best placement, especially if you can afford to experiment and determine which keywords and ads produce the highest ROI.

The Pros Of SEO


• SEO costs less: The only real cost is time spent on optimization. You can pay a professional company, but even then the cost can be significantly less than the typical PPC campaign.

• It lends greater credibility: As you can imagine, paid ads get less clicks than organic search results.

• Conversion rates are higher: Since their search was targeted to begin with, chances are better that users will convert without needing to be sold on your product or service.

• It increases visibility: SEO increases visibility for your brand, generating more traffic.

• SEO offers better CTR: Organic searches have a statistically higher click-through rate than PPC.

• SEO is more sustainable: Has your marketing budget run dry? No problem — you probably won’t need to adapt your SEO strategy like you would your PPC strategy.

The Pros Of PPC

• PPC gets the job done: Once your bid is made and your ad is placed, you’re going to see more traffic faster than with organic search.


• You can measure and change results: Real-time analytics tells you which PPC campaigns are successful and why. If something isn’t working, you can immediately change it before it negatively impacts long-term results.

• PPC contributes to multiple business goals: PPC supports multiple parts of the sales funnel.

• You can more accurately target your audience: PPC allows you to focus on specific sectors that may otherwise be hard to reach.

• PPC is adaptable: Want to spend just a little? Ready to go all-in? It’s up to you and can always be adapted.

Do SEO And PPC Make Good Partners?


You can balance SEO and PPC to make them work synergistically, negating their respective downsides. For example, you can apply the keyword and conversion data from your PPC campaign to your SEO strategy, or you can use both strategies to target your audience at every point of the customer journey.

An integrated strategy can optimize both PPC and SEO to increase visibility, drive traffic and provide an overall better experience. It could be the exact digital marketing game plan your business needs.


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Tips to Boost Your PPC Campaigns in 2022



Tips to Boost Your PPC Campaigns in 2022

Digital marketing and advertising are always evolving with the new online trends, customer behavior, and industry demands. That means that marketing and advertising strategies should never be set in stone, rather, you should always make sure that your strategies and tactics are evolving as a result.

And that’s where marketers and business leaders make their first mistake. To craft the perfect PPC marketing plan, you need to keep your plan flexible and scalable. This will help you adapt your approach, expand different elements of your strategy, and boost your results in a competitive industry.

That’s exactly what we are going to talk about today – keyword and landing page expansion and how these tactics can help you boost your PPC campaigns in 2022 and beyond. Here’s what you need to know.

What is Keyword Expansion and Why is it Important?

In the competitive SMB market, companies need to continuously add value to their marketing and advertising efforts to build their competitive edge, and that means adding relevant keywords to your list. Keywords are not just important for your overall marketing efforts – they are instrumental to a proper landing page and PPC optimization.

If you have a plumbing company, for example, then you should know that localized keywords are the basis of marketing for plumbers because they allow you to build your visibility online. What you might not have known is that expanding your keywords can boost your advertising and landing page performance, as well.

The same goes for any local or global business, as adding new keywords will allow you to expand the reach and visibility of your ads, but also the reach and relevance of your landing pages. This brings us to the next important question.

What is Landing Page Expansion?

Landing page expansion is the idea of adding value to your landing pages through better and more relevant keyword implementation, as well as overall landing page optimization in terms of user intent, visual upgrades and performance improvements, mobile optimization, and more.


Expanding your landing pages is one of the best ways to boost brand visibility and the performance of your ads, which lead to your landing pages. After all, your ad can only be as effective as your landing page.

That’s why you should continuously expand your landing pages to justify the ad spend and to help your PPC campaigns produce positive results over the long term. Now that you know what keyword and landing page expansion is, let’s go over some of the best practices you can use.

Top Ways to Find More Relevant Keywords

Regularly finding new keywords for your PPC ad copy and your landing pages is an essential step toward building long-lasting, fruitful advertising campaigns. After all, keyword research and implementation is not a one-time thing, and it requires constant investment if you want to stay ahead of the competition.

With that in mind, here’s how you can find more relevant keywords:

  • Use the Google Keyword Planner
  • Google new relevant phrases
  • Identify and use keyword synonyms
  • Use dedicated tools like BuzzSumo and Ahrefs
  • Consider YouTube SEO and look for keywords in video titles and descriptions
  • Go through your competitors’ landing pages
  • Go through your competitors’ ad copy
  • Go through your competitors’ blog content
  • Consider leveraging dynamic search ads
  • Go to Quora and forums to find long-tail keywords
  • When in doubt, check Reddit for keyword ideas

These are some of the safest ways to find new keyword ideas to add to your ad copy and landing pages. However, make sure to analyze every new search term you come across and its potential and relevance for your business.

You should also keep misspelled phrases in mind, which we’ll talk about in a moment. 

Optimizing Landing Pages for Better Ad Performance

Landing page optimization should be a continuous process, especially if you want to justify your ad spend and make your PPC campaigns produce a positive ROI. While the ad itself is the first point of contact, it will be the landing page that will engage and convert visitors into paying customers. That said, you also want your landing pages to be visible in search in order to boost brand visibility and reach.

The definition of a landing page is that it is a separate web page created for marketing and advertising purposes, but to generate the desired results, you need to optimize it by:

  • Adding a clear value proposition
  • Adding calls to action throughout
  • Structuring your content
  • Complementing content with visuals
  • Optimizing your above-the-fold content
  • Reducing customer effort
  • Optimizing your headings and subheadings
  • Adding user-generated content

And of course, you need to optimize your landing pages by adding new keywords, removing underperforming ones, and monitoring their performance.

Implementing Misspelled Keywords

One of the best ways to improve your advertising efforts and add relevant search terms to your list is to add misspelled keywords. It’s not everyone’s cup of tea, but there is no denying that people tend to misspell the terms they’re searching for – terms you want to use to boost your ad and landing page visibility.


People tend to misspell concepts and phrases they don’t understand well. For example, people don’t understand the metaverse, or concepts like the metaverse VR, metaverse real estate, and so on. But that goes for all new, high-tech terms, which tend to produce a lot of misspelled keyword phrases.

The second reason that misspelling occurs is that people tend to be bad at brand retention. If people are misspelling your brand slightly, then you can use those keywords to help Google rank you higher for that term.

Don’t go overboard, however, and only use misspelled search terms as a way to expand your keywords and landing pages.

Wrapping Up

Keyword and landing page expansion, when done correctly, can help you scale your PPC campaigns, adapt to new trends, and reel in more customers. Through meticulous landing page optimization and the implementation of new keywords, you’re able to save your marketing and advertising dollars, which will allow you to better allocate your resources to other complementary campaigns.

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