When it comes to marketing your e-commerce business, Search Engine Optimisation (SEO) Strategy and Pay-Per-Click (PPC) Advertising are inevitably two sides of the same coin. However, a lot of marketers assume integrating these two seemingly ‘similar’ marketing strategies together is simple. The truth is that it is like mixing oil with water!
What e-commerce PPC and SEO have in common is that they are involved at every step of a customer’s buying journey, right from brand awareness to consideration, and finally to purchase. Therefore, to build an integrated marketing strategy that combines SEO and PPC, you have to put your audience at the heart of everything.
Market Trends Speak…
The fight continues – “SEO or PPC: What Can Help Earn Better Revenues for My E-Commerce Business?” Often, marketers adopt one strategy at the expense of the other. For e-commerce business, Search Engine Optimisation is still neglected despite the fact that it helps garner the highest ROI in the long run. However, they fail to realise that numbers don’t lie.
Today, it is no secret that a well-implemented SEO strategy has a conversion rate of 2.5% on an average. A recent study by Outbrain reflects that ‘search’ is the key driver of organic traffic to e-commerce sites, beating ‘social media’ by over 300%. Additionally, in search results, Google displays only 1-2 paid advertisements and then show the organic listings. This means most of the clicks go to organic results.
On the other hand, statistics reveal that 41% of total search engine clicks go to the top paid ads on the results page. Results generated from Google Adwords get 65% of the clicks for buying keywords. With PPC advertising, e-commerce businesses make an average income of $2 for every $1 investment in Google Adwords.
Both the strategies are powerful; both are highly effective for business growth and revenue generation. So, consider the benefits it would have for any e-commerce business if marketers integrate SEO and PPC!
Here’s how to go about it.
Steps to Build an Integrated SEO and PPC Strategy for E-Commerce Business
For any SEO or paid search campaign, the focal point has to be your consumers – their preferences, buying pattern, areas of dissatisfaction, etc. A marketer has to consider these factors to implement an effective strategy that helps enhance customer loyalty and earn higher revenues.
Here’s how you can integrate SEO and PPC for e-commerce marketing campaign.
Step 1: Collect Paid Search & Organic Search Performance Data
Google Analytics and AdWords provide a lot of valuable data that can be analysed to adjudge current performance and create digital marketing insights. You didn’t know but there are numerous outsourcing SEO opportunities underlying critical PPC data. Here’s how you can collect such information and analyse the same:
i) Paid Search Revenue
Google Analytics > Acquisition > All Traffic > Channels > Paid Search
Compare your preferred data range to get total paid search revenue data for a month or year, or for different product categories, keywords, etc.
ii) Paid Search Revenue by Keywords
Google Analytics > Acquisition > AdWords > Keywords
View your preferred data range and sort by revenue.
iii) Paid Search Revenue by Products
Google Analytics > Conversions > E-Commerce > Product Performance
First, view your preferred data range, filter by paid traffic segment or Google PPC, and then sort by revenue to get your results.
iv) Organic Search Revenue
Google Analytics > Acquisition > All Traffic > Channels > Organic Search
Compare your preferred data range to get total organic search revenue data for a month or year, or for different product categories, landing pages, keywords, etc.
v) Organic Search Revenue by Products
Google Analytics > Conversions > E-commerce > Product Performance
View information by preferred data range, filter by organic traffic and sort by revenue.
vi) Organic Search Revenue by Landing Pages
Google Analytics > Behaviour > Site Content > Landing Pages
vii) Organic Search Revenue by Keywords
Google Analytics > Acquisition > Search Console (linked to Google Analytics) > Queries
Make sure that the Search Console is linked to your Analytics. You can view preferred data range, filter and sort by clicks.
Step 2: Identify PPC Opportunities in Search Engine Optimisation
Just as you can use PPC data to identify SEO opportunities, Search Engine Optimisation can support PPC.
i) Use search engine optimised content for quality score:
Interesting ad content intelligently optimised for search engines can push keywords having low quality score in PPC advertising. Add SEO content to PPC landing pages to improve ad rank, minimise cost per clicks and increase engagement & conversion rate.
ii) Reduce cost:
Acquiring PPC keywords may be expensive, especially when they are high volume driving phrases. In such a scenario, integrate SEO into your PPC campaign, focusing on improving the content effort on such keywords. The results may show up in the long run, but it is a cost-effective strategy to improve ad ranking and drive higher traffic & sales.
iii) Plan PPC campaign utilising organic data:
Review trends in organic traffic and consider these while creating a PPC campaign. For instance, if you find your organic traffic on the rise at the weekend but is not the same for your PPC advertising, then you could start pushing it at the weekend to see if it improves the PPC performance.
Step 3: Performance Analysis & Insights
Once critical performance data is on your fingertips, analyse it to understand the following parameters:
– Which paid search campaigns have the highest volume of sales and revenues?
– Which keywords or products have the highest volume of sales and revenues?
– Which products are performing well, while what are the other categories that need attention?
– What types of landing pages or keywords are able to attract customer click and improve user engagement?
– Which product sales, landing pages and keywords from organic search have generated the highest volume of sales and revenues?
Based on performance analysis, draw PPC and SEO insights that can be helpful in planning a successful digital marketing campaign. These may include:
– Top PPC revenue driving keywords or products
– PPC revenue-gap or conversion-gap keywords, i.e. keywords that does not appear at the top of Google all the time
– Top landing pages, keywords or products driving organic search revenues
– Best short-term SEO and PPC revenue keyword opportunities
– PPC and SEO opportunities from top performing products, pages or keywords
Step 4: Implement Paid Search and Organic Content Strategy
For paid service content strategy, you can remarket or create new groups utilising both PPC and SEO revenue keyword opportunities. For organic search content, analyse the top product pages and landing pages driving revenues to understand keyword variations, top PPC revenue driving keywords, content gap opportunities, etc. Based on your analysis, create onsite and offsite content, including third-party blogs, social bookmarking, product reviews, directory listings, etc.
Through every stage of e-commerce content marketing, measure its performance, promote and optimise to deliver better results. Ensure that your paid search and SEO content are well integrated to enhance brand promotion and boost sales.
Step 5: Perform Test Campaigns
Integrating PPC and SEO together is not easy. Therefore, it is vital to run test campaigns on an agile basis to monitor performance and see whether it needs a tweak.
PPC test campaign helps increase bids for revenue-earning keywords to improve search engine position and have higher click-through rate. Monitor performance to ensure increased PPC clicks, higher search impression, increased conversion rate, and lower cost per click. Identify lowest-performing keywords, ads and PPC campaigns that are unable to generate conversions.
Roll out organic test campaigns to analyse and improve search engine rankings, SEO traffic, conversion rates and SEO revenues. Evaluate performance of SEO traffic, conversion rate and revenue to optimise landing pages. At the same time, monitor performance impact of PPC traffic, quality score, conversion rate and revenue on Search Engine Optimisation.
You should continuously classify the best-performing PPC and SEO campaigns, engaging more resources into the ones that have highest click-through rate and revenue-earning potential.
Finally: Integrating Paid Search and SEO Strategy
Marketers who have combined Pay-Per-Click advertising and Search Engine Optimisation have reported an average of 25% increase in paid clicks and 30% growth in organic traffic. This results into a boost in quarterly profit by approximately 20%.
Integrating both the strategies mean that you are investing intelligently. On one hand, you are leveraging Search Engine Optimisation to target audiences easily and cost-effectively. On the other hand, you are spending in PPC for markets or keywords that are hard to target organically. So, you are having the best share of both the pies!
However, to be successful in this, you have to combine all your data to identify customer insights, keywords and demographics that is applicable for both paid advertising and SEO. Reinforce PPC campaign with effective SEO practices to market products that users can easily discover and connect to. The result – higher user engagement, improved ad rankings & quality score, increased traffic and better revenues.
Share valuable insights integrating paid search and SEO strategy to boost e-commerce business.
Hello, I am Amara Luis. I am a professional writer also expert in inbound marketing, content marketing, outsourcing SEO and lead generation. I write SEO articles for global business industries who want to see their Google search rankings on top.