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SEO vs. PPC: How They Work to Increase Qualified Leads

By Samuel Klusmeyer - Last Updated on 03/16/2022
Search engine optimization (SEO) and pay-per-click (PPC) are the two best forms of digital marketing. Both SEO and PPC have unique strengths and weaknesses. Both are great for driving traffic.

Moreover, good SEO performance will improve your PPC performance (and vice versa). For this reason, both PPC and SEO deserve a spot in your marketing plan.

When to Use Pay-Per-Click (PPC) Advertising 

A Pay-Per-Click Advertising (PPC) digital marketing strategy will help you get traffic immediately. 

You can run several types of PPC campaigns, each with its own unique merits. The most common types of PPC campaigns are:

  • Display ads
  • Search ads
  • Shopping ads

You’ll pay for every click you receive with PPC ads. However, PPC will place you at the top of search results—immediately. This makes PPC ideal for driving traffic to new websites or primary product pages.

One of Our PPC Display Ad Designs
One of Our PPC Display Ad Designs
Display ads are the king of digital marketing strategies for visibility. This PPC strategy places your brand in front of more people than any other advertisement. However, display advertisements don’t generate the highest click-through rates.

Instead, they generate impressions that build your visual brand. So, display ads often deliver significant value to newer businesses. After all, you only pay for the clicks you receive, not the impressions you generate. 

An Example of Our PPC Search Ads with Extensions
An Example of Our PPC Search Ads with Extensions
Search ads are ideal for converting qualified leads from your display ad campaigns. Search ads look similar to organic search results, the most significant difference is the word 'ad' next to the listing. They will appear in searches for keywords you've targeted in your campaign. 

Shopping ads are the best option for eCommerce businesses. They will display your products high on the Google shopping tab. This places your products directly in front of customers looking to buy. 

When to Use Search Engine Optimization

Ranking in organic search takes time. We've found that Google can take up to 6 months to begin ranking a website high in search. So, you need to spend that time optimizing your site with a clear SEO strategy.

Without a clear SEO strategy, you won't rank in search at all. 

Once your site begins to rank, you’ll need to begin ongoing SEO work. Neglected SEO will always become less effective over time.

SEO is a slow-burning marketing strategy, it just takes time. You, or your marketing team, need to track your website page’s SEO and search performance. Tracking search performance helps you better optimize for Google’s search algorithm.

In short, we've found that SEO is a reliable, long-term solution for growth. SEO just takes longer to begin having a substantial effect.

SEO vs. PPC: How They Synergize

So, how do SEO and PPC work together to improve the results you see from both? In our experience, they mesh in the following ways.

Like most other digital marketing questions, the answer is search engine algorithms. Google and most other search engines rank sites that offer a good user experience. 

Search engine optimization tells search algorithms that your site offers the best information. SEO experts use keywords, E.E.A.T. guidelines, technical SEO improvements, and more to tune your site. 

PPC tells search engine algorithms how customers interact and engage with your website.

Using ads to increase your website traffic can give your organic traffic a boost. Increased traffic tells search engine algorithms that customers enjoy what you offer. 

Improved SEO creates a page experience that Google prefers. This gives you an edge in the PPC bidding process.

Is your business looking for professional digital marketing help? Our full-service digital marketing team can improve your SEO and PPC. Reach out and let's find the best way to master your marketplace today.

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Samuel Klusmeyer: Content Specialist

About Samuel Klusmeyer

Samuel Klusmeyer is a content marketing professional with 6+ years of experience writing helpful, search-optimized content that converts. Sam helps clients optimize their website copy or write new copy that speaks directly to their target audience. He leads JTech's internal content marketing efforts — including emails, social media accounts, and E-E-A-T-optimized website articles.