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Ways to Use PPC and SEO Data to Improve Conversions

The clearest benefit of combining PPC and SEO efforts is the added boost to your online visibility. Webmasters are often tempted to scale back on their PPC campaigns once a search term ranks number one—but it’s important to remember that the top two or three results on most SERPs are PPC ads. Dominating both PPC and organic SEO placement will greatly increase site traffic—and conversions.
Social Media Visibility
The social media landscape has changed marketing dramatically, and part of that change has been the emergence of highly targeted advertising. Facebook, Twitter and YouTube can produce ads targeted to specific groups of people. The data that you collect from these social networks may uncover key details about your target audience, and help refine your overall PPC and SEO strategy.
Use Best PPC Keywords For SEO
To improve your ranking, and save money on your marketing efforts, you can pit your SEO keywords against your best performing PPC keywords. Identify which PPC paid search keywords are on “Broad Match” (typically more expensive) and then review your SEO performance from your dashboard. Based on the SEO performance, identify keywords you can tweak/refine to boost your rankings—and bring your marketing costs down.
Use Best PPC Ads For SEO
While you can “cheat” by using the best performing PPC keywords for SEO, you can also do this in other areas, such as determining which PPC ads result in the most conversions and use this data to create title tags, meta descriptions and overall page content for your site. Organically testing titles and metas can take a long time—this method can save you time and money.
Integrate E-Commerce With AdWords
You can now link specific product pages to PPC ads (thanks, Google). These ads feature services you are offering, even with player reviews and other business info, and will route visitors directly to your product page. This is a great way to boost your online visibility and your SEO traffic in the process.
Uncover New Keywords
While you can use best performing PPC keywords to use for your SEO keywords, you can uncover new keywords that are performing well in organic searches that you’re not currently using in your PPC campaign. The easiest way to do this is to base your keywords on what players are telling you they “want” while searching on your site; i.e. live dealer poker rooms.
Combat Negative Comments
One day, a player might post something negative about your site or services. If this happens, combining PPC and SEO efforts is great for damage control. For example, after the Gulf oil spill, BP paid for PPC ads linked to the keyword “oil spill”–and this PPC ad led to a page about the cleanup effort. This cleanup ad was always what searchers found. You can use this technique to help tell your side of the story if something negative has been attached to your company name.
Identify PPC Keywords with Low/No SEO Visibility
Throughout your campaign, it’s important to gauge the competitive landscape. Even if your PPC performance is strong, the space may be too competitive. For this reason, use your top PPC keywords, sorted by KPIs and traffic volume, and create a chart that lays out the target keyword phrases based on high/low competition. It’s good to tackle the “low-hanging fruit” because keywords that have low competition can have high revenue potential.

Do you use these strategies or other ways that overlap SEO and PPC data? What has been your success? Let us know in the comments below.