Tag Archives: ppc

How Should PPC and SEO Work Together?

It sounds easy to get PPC and SEO to work together, but creating an effective joint strategy can be challenging. I will outline some proven strategies on how these two platforms can work together.

1. Keyword Research. We have great tools, but many companies effectively use their PPC campaigns to test and perfect new keyword streams and approaches before writing SEO copy and implementing new SEO pages on their websites.

2. Effective PPC Ads = Better Meta Descriptions. Meta descriptions can be tricky to write and have a major effect on click-throughs from effective SEO placement. Using copy techniques from PPC ads that enjoy high click through ratios in meta descriptions is a proven technique to improve search traffic.

PPC and SEO Work Together

3. Browser Device Variations. It has become a challenge to track search results through all browser and device variations. PPC allows results to be more consistent and ensure top placement across the board for the most important Keyword Streams. Many online marketers tend to pause keyword streams that enjoy top 3 rankings on the first page of organic results, but the consistency of top page results makes this challenging.

4. SEO Pages Make Great PPC Landing Pages. Copy that is added for vital SEO Keywords on your website make great PPC landing pages. In theory, SEO pages should be designed for maximum conversion and should naturally improve quality scores for PPC keyword targets. This will not work in all instances but is a solid strategy for most clients, especially small and medium-sized businesses with limited online marketing resources.

5. Branded Results. Showing up #1 in search for your company name is a given, but does that justify turning off branded search in PPC? Maybe not, especially if you have a generic search term as your business name, ie. Quality Auto Repair. Do not let a competitor sneak into primary position for your customers just looking for your phone number. Many clients are concerned about maintaining top of page position for mobile search users. In that case, simply turn off desktop search in your campaign.

6. Organic v. PPC Rankings/Conversion. Despite the concerns voiced in #3 above, I would recommend using tools like SEM Rush to find placement reports for organic v. paid search. If organics are not ranking for paid search terms that are converting for you, it indicates that more effort should be placed into organic placement for these terms. In contrast, consideration should be given to pausing or constricting results by designating “exact match” for paid search terms that are not converting where organic placement is strong. You will want to search a sampling of the rankings found by automated services with manual search to ensure that placement is accurate.

The key is balancing your paid spend and efforts to gain organic placement to ensure that you have placement in the searches that will drive qualified customers to your business. Using paid and organic search strategies together will improve relevant search traffic and optimize online marketing investment.

Eric Van Cleave is Managing Partner of Zenergy Works, a Santa Rosa California based online marketing firm.


Zenergy Works is a Google Engage Agency!

Zenergy Works becomes a Google Engage AgencyBecoming a Google Engage Agency to Support Our Clients

As of this week, Zenergy Works is ecstatic to announce that we’ve become a Google Engage Agency, entering the ranks of companies dedicated to serving their customers with tippy-top-tier extra service. Google Engage is a program that exists to help agencies provide their small and mid-size clients gain even better traction with their paid search engine marketing. The benefits of working with this program are clear: better support, access to Google’s own Pay-Per-Click experts, and great discounts. Not only do they help us, but we get to pass this fantastic coverage and discounting down to our clients.

Best of all, it means even stronger and more targeted paid Google advertising.

If done poorly or incorrectly, AdWords campaigns can quickly become a money-suck. When you’re paying for every click, it’s important to make sure you’re targeting the correct keywords, monitoring for click fraud, and keeping an eye on which ads are pulling their weight. This is an important process that really needs weekly, if not daily, maintenance to ensure everything is operating optimally and not working against you rather than for you.

AdWords is one of those slippery creatures where you can know just enough to be dangerous with it. Before you know it, your costs are climbing but the clicks you’re paying for aren’t converting. There are a number of different tools that can help you achieve better results and control who sees your ads, but they’re not much use unless you know they’re there and know how to use them effectively. If you know what you’re doing, your search engine marketing can be dialed down to posting specific ads at specific times to specific locations. If you’re not sure how to utilize those features, it can be a big headache with no rhyme or reason. It’s not easy, but that’s what we’re here for. Now that we’re operating as a Google Engage Agency, we will rock the socks off your marketing efforts.

We’ve always existed to take the pain out of online marketing for our clients. The murky world of search engines and websites and keywords and display advertising can just get to be too much. We get it, and we’re always happy to take that stress away, as any good marketing agency should. Google Engage will play an integral part in making us even better at our job, and we’re beyond excited to get to put it to use.

Our goal isn’t to be the best gosh darn Google Engage Agency in the Universe or anything. We’ll settle for Planet Earth. Either way, we going to give our clients the very best in Internet and search engine marketing. What have you been hearing about Google Engage?

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