Making SEO and Pay-Per-Click Google Ads Work Together


Search engine optimization (SEO) drives traffic to websites by making sure that they rank high in the results returned by Google and other providers. Pay-per-click (PPC) advertising programs like Google Ads charge for each viewer who visits the URL behind an ad. 

According to SERPS — Many website owners end up focusing mostly on SEO or PPC and neglecting the other option entirely. There are some excellent reasons to consider combining these two popular approaches to better leverage the strengths and capabilities of each. 

Two Highly Effective Ways to Generate More Website Traffic 

SEO and PPC have been mainstays of traffic-hungry website operators for decades. Each of these long-established options comes with certain benefits and drawbacks. 

Rather than sticking solely to one tool or the other, it will almost always be better to appreciate the advantages of each and leverage both appropriately. Doing so requires being aware of how each traffic-generation tactic performs concerning: 

Img source: thenextweb.co
  • Responsiveness. Perhaps the most apparent difference between SEO and PPC is how long each takes to start generating results. While some “black hat” SEO tactics might produce more traffic reasonably quickly, that tends to be the exception. Generally speaking, the ranking improvements that come from successful SEO can be expected to take as long as a few months to materialize. PPC ads, on the other hand, can be placed as soon as an account has been funded. It is entirely possible to start seeing traffic from PPC ads minutes after they have gone live. 
  • Persistence. While PPC enjoys a clear advantage over SEO with regard to responsiveness, the effects it produces persist only for as long as ads are being funded. A successful SEO campaign can keep generating more organic traffic for a year or even longer, should others who covet the same keywords fail to respond. The long-lasting nature of successful SEO work can also make that extra traffic start to feel “free,” after enough time has passed. 
  • Stability. Despite being longer-lasting in general, though, SEO results can seem less reliable than PPC placements. Even a minor update to Google’s algorithms will sometimes disrupt longstanding search-results positioning for individual businesses, a vulnerability that does not apply to PPC. On the other hand, bidding-derived rates for PPC ads fluctuate significantly, as well, meaning that the amount of traffic generated with a set budget will do the same. 
  • Credibility, visibility, and other important issues. SEO and PPC differ in different ways that often prove significant, too. Search engine users tend to trust the organic results they are presented with more than they do ads on the same page. Paid-for PPC ads, though, will often receive more visible placement, as on most of Google’s search results pages. PPC ads can also be placed whatever the competitive landscape, as long as a sufficient budget is available. Some industries and keywords are so competitive that even the most generally effective SEO experts can fail to generate much traction. 

A Combined Approach Often Makes the Most Sense 

Taking all of these issues into account will make it clear that both SEO and PPC have particular strengths and weaknesses. There will be times when it will be reasonable to stick to one approach or another. 

In practice, though, using both techniques simultaneously will more often be the better answer. Although there is no one-size-fits-all answer to the question as to how many resources to devote to each, the goal should be to strike a balance such that synergistic benefits concerning the following result: 

Img source: webkept.com
  • Testing keywords. Instead of waiting for months to see whether a new SEO focus keyword will pay off, try out some PPC ads that target the same keywords. 
  • Improving content. Look at the PPC ads that produce the most impressive results and use the lessons learned to overhaul a website’s content for better SEO. 
  • Overcoming the competition. When an otherwise effective SEO campaign fails to make progress with specific keywords, pay for PPC ads that guarantee highly visible placement on those search results pages to avoid being left out. 
  • Responding more quickly. Get out ahead of the latest business-relevant developments by placing appropriately targeted PPC ads right away, possibly while working on corresponding SEO for the longer-term effects. 
  • Maximizing cost-effectiveness. Using both SEO and PPC means being able to adjust spending in both directions to generate the most high-quality traffic for the smallest possible investment. 

A well-conceived strategy that covers both SEO and PPC can produce benefits like these reliably and for just about any website. The power of SEO and PPC are both potentially powerful tools that have distinctive strengths and drawbacks. They complement each other very well and in ways that frequently make using both of them together with the best option of all. 

How B2B marketing can help your business

Business to business marketing, or in short B2B marketing is similar to business to consumer marketing. But in this form of marketing, businesses promote or sell their product directly to another business and not the general public. Here, you may use the same digital channels and tactics as B2C to gain new customers. But, if your targets are other businesses, there are a few differences in the way you will want to market your brand.

Building a B2B marketing strategy

The B2B marketing strategies are always evolving and changing; however, here is a list of the most popular approaches:

Paid Search Advertising/Pay-Per-Click Advertising

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The search engine giants such as Google, Yahoo, and Bing allow you to run text ads on the search engine results page (SERPs). This is one of the best ways to target specific and potential clients who are searching for a particular product or service that is similar to or same as yours. Besides, you can opt for Pay-Per-Click Advertising where you will have to pay only for the click on a specific ad. For example, Google AdWords, and Facebook ads. This form of advertising is cost-efficient compared to other strategies.

Search Engine Optimization (SEO)

If you do not want to pay for SERPs, you can use SEO to try and rank pages, blog posts, or website organically. Here, you will not have to pay directly for every click, but getting a specific page to rank high will require some time, as well as effort.

Paid Social Media Advertising

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Almost all social media websites like Twitter, Facebook, Instagram, Pinterest, Tumblr, and Snapchat, allow people to run ads on their sites. This is a great way to build awareness with different audiences that might not know about your business, services, or products.

Social Media Marketing

Social media marketing is completely free. It is an organic way to use the social media platform for marketing your business, products, or services. Although organically marketing your brand on social media requires time and effort, it can provide you with excellent results in the long run.

Conversion Rate Optimization (CRO)

CRO is the art of improving the online user experience. B2B industries usually use CRO to get more conversions, such as leads, chats, calls, and sales out of their website’s traffic.

Content Marketing

Img source: artplusmarketing.com

This is another broad digital marketing term. Content marketing covers the usage of content assets, such as blog posts, eBooks, videos, and graphics to build awareness and drive more sales.

Email Marketing

– This is the oldest form of online marketing, and it is still working perfectly well. Robert Duke, marketing manager of Blue Mail Media, says, “Email marketing isn’t going anywhere. More than 90% of U.S customers use emails daily, and thereby it isn’t surprising to see an average of at least $30 returns for every $1 spent. So, you must constantly try this strategy with new practices to keep it alive.”


While there are a lot of good ways to market your B2B company on the Internet, keep in mind that what might work for one company does not mean that it will work for yours as well. Hence, a good B2B marketing strategy takes a lot of trials, errors, consistency, and efforts.

Written by: Emily Johnson