Organic search and PPC ads can seem diametrically opposed at first, especially if you’re a local Spokane business owner just beginning to comprehend the capabilities of each discipline (SEO vs PPC).
With SEO, you have the benefit of creating organic brand awareness, which means that new clients will find your business seemingly on their own. On top of that, for many folks, a non-ad result tends to bolster both their trust and confidence in a company.
However, this approach can take months to implement and even longer to see results. For Spokane businesses, this can feel like sending a torpedo at your company as you don’t have time to waste.
With an extended waiting period before you will see a great deal of organic search engine traffic, you’re probably going to lose valuable business to your competitors in the meantime. In the end, it could cost you more than you realize.
PPC ads managed through a Spokane PPC agency can reverse that dilemma and place your business on the front lines – before you have your SEO strategy completely figured out. Once you combine the power of expert Spokane PPC ads management & solid search engine optimization practices, you can put yourself in a position to crush your competitors.
PPC Ads Explained – What You’ll Need to Know
If you’re unaware, PPC ads are a digital marketing method that (just like SEO!) occurs in the search space. So, Google, Bing, Yahoo, or whatever search engine you may be using, all are real estate for running these kinds of ads.
If we’re talking SEO, where content is produced over time – and Google’s algorithm deduces how it should be categorized and subsequently ranked. However when it comes to PPC ads – they are bid on in an auction format – thus you are able to somewhat “guarantee” you’ll occupy this featured space through the pay-per-click (or PPC) model (as long as you bid high enough!)
Pay-per-click works by charging companies only as many times as their ad is clicked. So, in a sort of roundabout way, you’re paying for clicks while still ensuring potential clients will see your brand.
This high brand exposure makes using PPC ads such a compelling strategy and why finding a reputable Spokane PPC agency can be valuable.
How can PPC and SEO be Used Together?
While these two forms of online marketing might seem like opposing methods to achieve the same result, the truth is that local Spokane businesses can use these strategies together to accomplish something greater than the sum of their parts.
How they work together may seem contrary initially, so we’ve outlined some of the best ways to combine your SEO and PPC ads to maximize growth for your company.
Better Visibility Means Better Results
One of the best advantages to combining your SEO and PPC ads is that you can increase the number of impressions you get for any terms you’re trying to rank for.
While the temptation may be to pull your Spokane PPC back after a keyword starts pulling in more organic traffic, we’d recommend holding onto that ad space you’re currently controlling.
You can effectively increase your brand’s visibility by holding a top PPC position in addition to a high SEO spot. This helps create strong trust between you and your clients while gaining new business.
Doubling Your Keyword Data
When used side by side, PPC and SEO can be pretty revealing in how they turn up potential search leads. With the combined data from both of your marketing campaigns, you can get twice the amount of insights into future leads for your business.
A Spokane PPC agency can audit your company’s website to get better insights into what searches are bringing traffic to your site and which aren’t.
With this information, you can find out what PPC campaigns you should be bidding on and which ones aren’t worth your time.
Handling Negative Press
If your business has a face to it, chances are you will get hit by some kind of less-than-ideal PR down the road. Unfortunately, telling your side of the story can be difficult, especially in SEO.
As new content can take anywhere from a few weeks to a couple of months to reach the top of SERPs, you could end up in hot water with your customers when all they’re hearing is terrible news.
PPC is an excellent way to get your story in front of potential clients fast.
Ultimately, a faster approach to any harmful press coming your way means you’ll be able to control the narrative meaningfully and help strengthen trust with your customers.
Building Strong Content w/ Strong Keywords
SEO by itself is an excellent way to build and develop organic traffic. Managed by a skilled SEO expert, your keyword research can put considerable pressure on your competition by making you aware of what is required to compete for each phrase you’re targeting.
However, choosing which keywords to go after can be tricky if you’re just now jumping in, and it can take time that you might not have.
If you were to opt for a Spokane paid search advertising plan alongside your SEO efforts, you could take on keywords that organically might not rank as well and get your brand up front and center.
This can build a fully developed keyword profile for your business, especially if you’re just starting or new to the search world.
Forming Trust in the Long Term
We touched on this a bit earlier, but it’s worth reiterating: SEO and PPC ads, especially if both are in top positions, can create a strong sense of legitimacy for your brand.
When marketing yourself to the Spokane area, appearances are everything. You may have an excellent product or service, but if you’re showing up on the third page of Google, customers are unlikely to see you in the search results. Most people click one of the first 3 results on the first page. A long-running joke among SEO experts is that if you have a dead body to hide – you can hide it on page 2 of Google’s search results. No one will ever find it there…
On the flip side, people can often cruise past the ads portion of a Google search in favor of the “real” content they’re after. However, if someone sees your brand as the first PPC ad and the first organic result, you’ve established some serious credibility.
A solid PPC ads strategy is one of the top ways to build this local brand strength, and August SEO is one the best agencies available. We’re most fond of Google Ads & Facebook Ads as a general rule of thumb, but we can help you advertise on just about any platform you’re currently considering. We typically create a new Google Ads account to segment our efforts away from your previous campaigns.
Contact us today to find out Spokane paid search advertising can benefit your business, as well as how we can strengthen your site’s SEO and digital presence. Ahrefs provides a great guide for beginners on PPC ads as well that we highly recommend.