Why PPC Is the Perfect Complement to Your SEO Strategy – Entrepreneur

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What exactly are paid per click ads and what’s the best way to use them?
With the power of search engine optimization (SEO), it’s possible to shape your business website. You can dominate the search engine results pages (SERPs) for queries related to your business. In other words, when people search for businesses like yours, your business is the first one to pop up.
The landscape of search engines and search engine results has evolved considerably in the last decade. Organic search results aren’t the only thing you should be considering. If you want to make the most of your search engine optimization campaign, the perfect complement could be paid per click ads (PPC ads). But what exactly are these advertisements and what’s the best way to use them to complement your SEO strategy?
Related: Is SEO or PPC Better for Your Business?
As the name suggests, pay per click ads require the advertiser to only pay for the people who actually click on the ad. This is instead of charging based on impressions or a flat rate for listing the ad in the first place. If you place an ad with a CPC (cost per click) of $1.50 and you get 1,000 clicks, you’ll end up paying $1,500 for the ad, total.
Google and Bing both have robust PPC ad platforms. You can also buy PPC ads through social media platforms like Facebook. However, Google remains the most popular and noteworthy source of PPC ads.
With that in mind, why are PPC ads such a good complement for an existing SEO strategy?
Related: 9 Mistakes Killing the Success of Your Pay-Per-Click Advertising
Let’s start by taking a look at the weaknesses of SEO and the ways that PPC ads can complement them.
We also need to acknowledge that PPC ads have some weaknesses as well. It just so happens that SEO complements these weaknesses in turn:
Related: How to Implement Pay-Per-Click the Right Way
PPC ads and search engine optimization have excellent synergy, complementing each other’s strengths and weaknesses. But they’re not the only strategies with this form of synergistic value. In fact, most marketing strategies have the potential to work together and boost each other’s results. That’s why the omnichannel approach has gotten so popular in recent years. As you piece together a better strategy that utilizes both PPC ads and SEO elements, keep an omnichannel philosophy in mind.
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