We often get asked how you can use SEO insights to help your PPC campaign (Pay-Per-Click - the paid search ads on Google) and vice versa - and the answer is there are a kaleidoscope of ways! Here’s our top tips for sharing the love…

1. PPC as a plaster

You’re likely to have some keywords that are performing well organically, and some that aren’t. Whilst you wait for your SEO efforts to get recognition, use PPC just on those words where you haven’t got any organic visibility, so you dont miss out on all that traffic.

2. Where PPC is too expensive

If certain keywords prove too expensive to bid on - then try to concentrate on improving their organic performance - and save yourself a hefty PPC bill.

3. Recycle PPC copy

With limited space, writing for PPC ads forces us to be really economical with our text - and get straight to the point. If you’ve got a snappy PPC headline that is achieving great CTR’s (click-through rates), then try using these as title tags or meta description tags for your website - it will help maximise your CTR’s in the organic rankings.

4. Use PPC discipline

PPC experts spend hours fine-tuning PPC landing pages to maximise on-page conversions - so why not put the same effort into your SEO pages? Work on landing pages specific to long-tail queries - and then test different versions of them on Google’s Website Optimiser to drive up your conversions - because at the end of the day it’s not about how much traffic you drive, it’s how many sales you make.

5. Take advantage of Google Adwords

The keyword tool on Google Adwords is fantastic for giving you an idea of monthly search traffic for particular keywords - so use it to really focus your landing page strategy. Cherry pick keyword phrases that have low competition, high traffic, and of course, are highly relevant!

Even better - test these phrases in PPC for conversion rates, then base your landing pages on the highest converters.

6. Watch out for PPC surprises

PPC often throws up high-converting longtail keywords - that you’d never thought of before. Look out for them - and once found, create a landing page for each - their longtail nature will probably mean they’ll relatively easy to optimise for organically - and could produce a tidy little revenue stream.

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