PPC & SEO: Working Better Together

When it comes to SEO or PPC, many business owners or managers believe that it’s necessary to only invest in one or the other. Or if they are both implemented as a part of the business’s online marketing campaign, the campaigns are managed independently of each other.

Businesses that take this approach often miss the learning and collaborative opportunities by not synergising their search marketing efforts. Whether it is driven by cost-cutting measures, a belief in specialist teams working on their own or other factors; the reality is that SEO and PPC perform better when they are implemented in a way that compliments the business model and when insights and learnings are shared between the teams that manage those campaigns.

Digital Next has worked with several businesses in Australia and globally to synergise and enhance their search marketing performance across PPC and SEO. In this post, we will show you how your business can benefit from a synergised campaign and the actions that your business can take to get things started.

Synergised PPC & SEO Campaign Benefits

Whether your a small business trying to compete with industry heavyweights, or a large organisation seeking increased market share, there are many benefits that a synergised PPC and SEO campaign can deliver. Take a look at some of our top reasons to combine these 2 powerhouse marketing channels.

1. Keyword ownership in the search results.

The business can dominate the search results by simultaneously running PPC ads and ranking for top terms in the organic search results. The duplicate result can reinforce trust with the search user, compelling them to click on the business’s search results.

2. Increase the opportunities for consumers to engage with your business.

Every time someone searches for a keyword related to your business, your website’s content will be there. Users will become familiar with your business and they will have more confidence with your business’s brand.

This is ideal when consumers conduct multiple searches prior to taking an action where they will convert into a lead or a sale. A consumer search journey might see them:

– Engage with the business from a paid search listing.
– Second visit is from an organic search listing through a blog post.
– Third visit is from a retargeting ad to the product page.
– Fourth visit is from a brand search through organic + conversion.

Why Should SEO & PPC Work Together?

Besides from providing your business with the advanced ability to utilise data insights from each campaign to improve your search marketing performance, we take a look at the top 10 additional benefits that are obtained from SEO & PPC working together.

1. Paid search insights

Paid search allows businesses to drive traffic immediately so they can see exactly what will work. Data from the paid search campaign can then be extracted and implemented into the SEO campaign. The following insights can be taken from the PPC campaign.

2. Search intent keywords from the search query report.

Google Ads will share the search intent keywords used to trigger the ad to appear. Keywords that drive traffic and conversions can then be added to the SEO keyword portfolio.

3. Search Locations

This refers to where they are searching from and the destination that they are searching for. The insight can help the SEO team tailor content or offsite promotion strategies that will capture these audiences.

4. Display Network Insights

There may be certain websites that drive traffic and conversions. The SEO team could then approach these websites and arrange to place lead generating content on the site.

5. Landing page insights.

Landing pages by the paid search team would be optimised for the specific keyword campaign and for conversions. A good converting landing page can then be forwarded to the SEO team to optimise and rank to generate free traffic to the site.

6. Organic search insights

Teams managing the SEO campaign can use their expertise and tools to find new keyword opportunities or content angles that can be incorporated into the paid search marketing campaign. There are a few methods that can be used to find new keyword or audience targeting opportunities for the paid search campaign. These include the following.

7. Suggested keywords by Google

These are the keywords that appear as someone types in their search query or the keywords that appear at the bottom of the organic search results.

8. Keyword phrases provided by Google Answer Boxes

The Google Answer Boxes typically show frequently asked questions for a topic. Those keywords could also be added to the keyword targeting in paid search.

9. Referred keywords from organic search

Less than 10% of referred keywords from organic search are shown in Google Analytics. However, referred keywords from paid search are shown in Google Analytics. Keyword queries are available in the Google search console and can be added to the list of search marketing keywords. These keywords can be filtered by clicks and impressions and then the keywords can be added to the paid search campaign.

10. Popular content on other websites.

SEOs can see which sites have content that is bringing them the most traffic and work with the PPC team to replicate an inbound traffic strategy that will allow them to get similar results. Tools such as BuzzSumo, Ahrefs and SEMRush can assist with identifying and validating the content, keywords and audience targeting.

Search Marketing Campaign Diversification

Search marketing is a fantastic inbound marketing channel. However, there are risk factors for both PPC and SEO that can critically affect the performance of the business. Digital Next recommends the businesses that it works with to ‘hedge the risk’ by implementing both paid search and SEO to maintain a minimum level of inbound traffic and leads.

What are the risks that businesses need to be aware of?

SEO Risks


Google is always updating their algorithm to improve the quality of their organic search results. (See Moz’s Google Algorithm update timeline). Sometimes, there are algorithm updates that can affect the business’s visibility so much that it affects your business’s inbound leads, sales and revenue. There have been cases where businesses have seen their revenue drop by 90% in one month. For businesses that only invested in SEO, they find themselves in a ‘race against time’ to rebuild their inbound traffic and revenue, otherwise, they will risk losing the business.

By having a PPC campaign running alongside your SEO campaign, businesses can guarantee paid search traffic leads and sales in the event of an unfavourable SEO algorithm update.

PPC Risks


Businesses only relying on PPC are also exposed to risk. The biggest risk is related to cost and the price of economic price inflation. PPC works on an auction model. As more competitors enter the keyword market, demand for keyword visibility will increase and will force bid prices higher, thus increasing PPC costs.


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