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Using PPC Ads to Improve Your Organic Search Campaigns

Posted at Jun 6, 2008 2:02:45 PM by Joey Wolff | Share

A disadvantage of SEO is the time lag that occurs before you see results from your efforts. First, you need to build an SEO-friendly website, research keywords, write copy, build links, etc… Despite all your hard work, you won't likely see results for a few months. This makes testing new things and measuring results difficult. The advantage, of course, is the free traffic you get to your website.

Pay per click advertising, on the other hand, allows you to obtain instant results. If you decide today that you want to test a new landing page, ad copy and new keywords, you can have your ad in the #1 (paid) position in just a day or two. Testing and optimizing your paid campaigns can be done quickly and results are reported immediately.

Most businesses today realize that they need to actively pursue both organic and pay per click search advertising. What most businesses don't realize is how to make these campaigns work together. Here's one way.

Run a PPC Campaign Before Optimizing Your Website for Organic Search
When launching a new website or SEO campaign, sometimes the best tactic for developing your organic search strategy is to start by running a pay per click campaign. Do this to identify the keywords that will convert the best for you.

Start by developing a list of keyword phrases that you want to use to optimize your website for organic search. Next, run a pay per click using these keywords. You may want to broad-match your keywords so you can identify any variations of your original keyword list that may work well. You'll also want to make sure that you do NOT advertise on the content network. The landing page for this campaign should be the same page that you plan to optimize.

Tracking Your Results
Over the course of a couple days or weeks, track your results considering the following:
* Conversion rate - Which keywords had the highest conversion rate?
* Impressions – How many impressions did each keyword get? This gives you an idea about which keywords are most frequently searched.

Keep testing until you find combinations of keywords and landing pages that will give you the traffic and conversions that you need. Once you've identified a set of proven keywords, get to work on optimizing your website.

Tags: SEO

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