Before we get going:

Paid search targets those searching for keywords related to your business through ads.

SEO ensures your website ranks well in organic search results.

Content is anything you write or create (videos, infographics, images etc) on your website.

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Why do you want to do this?‍

To dominate the SERPs 💪🏻

Search incrementality is a phrase used to describe the fact that when PPC ads stop, SEO also underperforms. The dual strategy of SEO and PPC working together is worth more than the sum of its parts. PLUS when consumers see the same website on top of the SERP and in the ad, they tend to consider it more credible.

Convinced? Ok so let’s talk tactics…

Retarget visitors who’ve read your content 👩🏻👩🏻👩🏻

So you’ve worked hard on your site’s content and SEO. People are visiting your site and engaging with say your blog or news articles. When they leave your website, you can track these users and show them ads for your brand or product. This is called retargeting and it increases your chances of converting site visitors to a paying customer.

Hot tip: With the demise of the cookie, this first-party data is becoming vital.

Enhance SEO content through PPC ad copy 🤩

Once you see which PPC ads bring the most conversions, you can get valuable information about what type of organic content, title tags, and meta descriptions to use for your website. By testing several types of ad copy, you can see what works for both the ad and then what could work on your website.

Here’s the bonus…

Once a page is optimised organically, and there’s consistency between copy on the page and the copy in the search ad, your ad quality score goes UP.

Why? Because both your ad relevance and landing page relevance go up and this means you pay less per click which ultimately means better ROAS!
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Increase the range of keywords to attract maximum visitors 📈

Look at the keyword reports from both SEO and PPC. Those ranking highly or getting lots of clicks will give you new ideas for what content to create. Likewise, you can use the SEO report to add keywords to your PPC campaign to fill any gaps and drive more clicks.