We explain how PPC can multiply your search marketing ROI, even if you’re already getting great results from SEO.
If your SEO strategy is getting good results, you may be reluctant to invest marketing budget into paid advertising. After all, why pay for traffic when you’re already getting what you need from organic search?
That’s a fair question but it’s important to understand that SEO and PPC don’t generate the same type of traffic. The basic premise of paid advertising is that you’re paying for visitors who are more likely to convert. In many cases, this is traffic you’re less likely to get from organic search.
SEO and PPC generate different leads
The first thing to understand about SEO phone number database and PPC is they generate different business opportunities. So this isn’t a like-for-like swap or a question of whether you want to pay for website visitors or not. SEO and PPC capture different types of leads and you need both to maximise the ROI of your search marketing strategy.
Top vs bottom of the funnel leads
If you’ve read our guide to optimising recent mobile phone number leads marketing funnels, you might remember how we discuss the different roles SEO and PPC play at various stages of the consumer journey. Generally speaking, organic search captures leads at the early research stage of the customer cycle, which is dominant in the awareness and interest stages of the classic sales funnel principle.
Conversely, PPC is generally more effective at capturing leads at the latter stages of the consumer journey, which covers the evaluation and sale stages of the funnel.
This is significant for several reasons:
- Organic visitors are less likely to buy now
- SEO leads are more likely looking for information
- PPC traffic usually has a higher purchase intent
- The gap between PPC CTRs and conversions is shorter
Generally speaking, people in the early stages of the consumer cycle are looking for information that will help them make purchase decisions in the future. So SEO traffic is less likely to buy now but capturing their interest could position you for the sale when they’re ready to make the commitment.
As users progress along the funnel into the latter stages of the buying process, their searches are more likely to include the kind of keywords that trigger paid ads, such as product names or phrases like “buy”.
These queries demonstrate a higher purchase intent, suggesting users are ready to make the purchase. Capturing leads at this pivotal moment puts you in a good position to secure the sale and generate a quick return on your ad spend.
Steady traffic vs quick results
Timeframes are another key difference azerbaijan business directory between SEO and PPC. Search engine optimisation is a slow-burning strategy that can take months to see new content make its full impact but the returns are also slow-burning so the business opportunities keep rolling in from content you’ve already published.
With PPC, you can often get fast results from new ad campaigns and this allows you to boost targeted traffic numbers whenever you need it.
If your business is highly seasonal (such as in the graph below), your products are experiencing high demand or you’re launching a new range of items, you can sometimes generate traffic and capture leads from new campaigns within days. PPC makes it easy to take advantage of seasonal trends and respond to peaks quickly.
