Regardless of what product or service your digital marketing team advertises, you must know how to demonstrate the return on investment (ROI) of every move your group makes. This step justifies the resources and budget allocated to your digital marketing efforts and helps you know what strategies are effective and which need improvements. It’s also crucial due to the lingering recession worries and budget scrutiny.
And you can achieve this by investing your efforts in high-intent performance channels, with search engines like Google remaining dominant. It also means learning how to harmonise the services of a Search Engine Optimisation company (SEO) and pay-per-click (PPC) advertising.
This article will enumerate five ways organisations can use these strategies to optimise search results and reach big-picture goals.
1. Ramp up the Competitive Research
A rule of thumb that companies must remember is that their industry competitors may not necessarily be their search engines results page (SERP) competitors. You must learn to categorise your competition and adjust your tactics accordingly. Also, your competitors may be publications or content creators, so adapt their successful tactics to your website content.
Moreover, before investing in paid advertising, analyse your competition’s performance in paid and organic search and identify gaps you can exploit. Observe their best-performing campaigns and determine if you can produce similar content. Also, use search engine marketing (SEM) insights to target areas where your competitors bid and invest your money where they’ll have the most impact.
2. Delegate Paid Spend with Organic Performance Insights
Weekly keyword research can help monitor organic performance and make informed decisions for paid searches. Find a solution to help your brand save money on brand search by pausing bidding on lone ranger terms and resuming bidding if a competitor enters the auction.
You can also analyse organic insights to help manage paid campaigns. Moreover, double down on paid search if organic success is high and Costs Per Click (CPCs) are reasonable.
3. Create a Content Strategy with SEM Performance Insights
A recent survey revealed that many marketers are more familiar with the services of an SEO company than SEM. However, you must learn from your PPC colleagues and understand their top-performing paid terms.
You can use SEM to test keywords for organic ranking, and knowing paid performance can help you invest in good content and use high-value terms. This good habit can also help maximise the budget by spending less on costly terms.
4. Follow SEO Best Practices When Creating Paid Campaigns
You can ensure success in PPC advertising by following a checklist that includes avoiding self-sabotage by not having duplicate content, not competing with partners or affiliates in paid search, and distributing keywords that perform well among partners.
It also means making it easier for search engines by optimising metadata, performing keyword research for long tail and question keywords, and increasing SEO value by adjusting page links. Moreover, you can enjoy success by ensuring all your site’s technical aspects are in order.
5. Put Everyone on the Same Page
Many marketers believe their SEO and SEM teams aren’t working together effectively. This situation allows you to improve your digital ROI by enhancing group communication and collaboration. When your paid and organic companies work together, they create more value for their clients. And that also applies to marketing organisations, where regular meetings, transparency, and a common goal can help them spend effectively.
When your teams learn to reduce waste and enhance search efficiency, your business can save money and reinvest it to capture market share and scale your organisation, even in uncertain economic times.
Harmonise SEO and PPC Strategies with Our Companies
All companies must learn to harmonise their SEO and PPC strategies, especially during uncertain times. You can do so by investing more in competitive research and ensuring effective team communication.
If your business needs a professional SEO marketing company in Melbourne and Mildura to harmonise your PPC strategies, call Build Digital Growth! Our expert team is passionate about helping local establishments achieve results. Contact us now for a free quote!