Pay-per-click (PPC) and search engine optimization (SEO) marketing can benefit from each other when integrated. If you are currently running campaigns in both channels, or considering doing so, it is important to know how the two can feed off of each other to create a successful integrated search engine marketing campaign.
SEO is a process, just like PPC. One difference, however, is that PPC campaigns generally draw traffic to your site immediately, whereas an SEO effort can take some time. One way to jump start your SEO keyword research is to test out keywords on particular pages using PPC to see which produce the most conversions. This can shave of weeks or even months of time off of an SEO campaign.
One way to discover how relevant your PPC work has been is to take a look at the Quality Score (in Google Adwords) of each of your keywords. If a particular Quality Score is low, it often means that there is a low level of relevance somewhere in your mix of keyword, ad and landing page. All three of these usually need to have a high level of relevance to guarantee a successful campaign. In some cases, you might consider breaking up the Adgroups, but you can also use SEO tactics to optimize the ad and/or landing page to correlate with the keyword.
Each campaign is unique. But using an integrated approach can make sure your campaign is efficient in a smaller amount of time.
