SEO and PPC Integration: A Winning Combination for Achieving High ROI In B2B

Search engine optimization (SEO) and  B2B pay-per-click (PPC) are two essential components of a successful digital marketing strategy. When used together, they can help businesses achieve high ROI in their B2B campaigns.

SEO helps businesses get organic visibility on search engines by optimizing content for relevant keywords and phrases, making it more likely for potential customers to find your website; while PPC enables businesses to reach out to their target audience through targeted ads placed at the top of the SERPs.

By integrating both SEO and PPC approaches, organizations can maximize their online presence and increase brand awareness among potential customers.  Uniting these two tools will help you craft a smooth and successful digital marketing plan. This combination of strategies offers the advantages of both techniques and delivers a quality customer experience that generates leads and revenue.

However, while both SEO and PPC are important, they can also be quite costly. That’s why it’s crucial to make sure that you are getting the most out of your investment.

Here at Snell Media, we pride ourselves on delivering quality content that will help you improve your SEO and PPC campaigns. With the help of a professional PPC agency, you can improve your PPC B2B lead generation, get a high return on investment (ROI), and build a lasting impression on your target customers.

This article will walk you through why combining SEO with PPC is important for achieving high returns on investment in B2B campaigns, as well as how to integrate these strategies effectively. You’ll learn about the pros and cons of combining both strategies, along with best practices for setting realistic goals, ways to track progress over time, and more. 

With this information in hand, you’ll be equipped with the knowledge needed to create an integrated approach that drives real results!

Who we are: With over 25 years of experience, SnellMedia has created thousands of successful B2B Google Ads campaigns for clients primarily in SaaS, manufacturing automation and healthtech. 

Book a 30-minute consultation with a senior, Google-certified member of our team today. During the call, we’ll answer any Google Ads-related questions you have and audit your account to provide your marketing team with valuable feedback they can implement to double or maybe even triple your lead generation.

What Is SEO and PPC Integration?

What Is SEO and PPC Integration?

SEO is the process of optimising your website content to rank higher and increase visibility on Google search engine results pages (SERPs) organically. PPC, on the other hand, is a paid advertising method that places your search ads in the top section on SERPs based in the keywords of your choice.

SEO and PPC are both effective marketing strategies for B2B companies to build brand awareness, generate quality leads and boost revenue. By using both, businesses drive more targeted traffic to their website and generate more conversions. This is also a great technique for creating a demand generation marketing campaign and maximising the potential of sales and marketing teams.

One reason to integrate SEO and PPC is that they have different objectives. SEO works with organic or unpaid search results; this takes a longer time to show results after your adjustment and the effects are harder to trace. Meanwhile, PPC represents one of the paid ads methods that can achieve fast and measurable results.

For many companies that are eager to run a high-converting marketing campaign, hiring a professional PPC management company is an option that guarantees success.

First, an experienced PPC agency conducts keyword and competitor research, provides quality ad copy and graphics, and optimises your PPC landing pages.

Second, a PPC management agency will continually optimize your ads, ad spend, and bidding strategies according to performance metrics. Taking this approach ensures you get the most out of every dollar you spend.

Differences Between Paid and Organic Search

Differences Between Paid and Organic Search

In general, you can increase SEO by doing the following:

  • Improving website content
  • Actively promoting your content through various channels
  • Targeting the long-tail keywords of your choice to rank higher in SERPs
  • Optimising the technical SEO of your website
  • Creating internal links and backlinks 

PPC, on the other hand, is a paid form of marketing where businesses can place ads on Google and other websites that show their brand in the best position. There are many PPC services on the market to help you achieve the best ad performance. The main objective of PPC is to generate leads and sales through clicks. To be successful with PPC, businesses need to

  • Create effective ad campaigns including intriguing ad copy, quality graphics and high converting PPC landing pages
  • Conduct keyword research for PPC and target the right keywords in your niche
  • Bid on relevant keywords and adjust them according to the ad performance
  • Add filters such as geographical location, demographic, user languages and other offline data to target users more specifically

SEO and PPC are both essential for any business that wants to achieve a high ROI in B2B. By utilising SEO and PPC integration, businesses can drive targeted traffic to their website, which will result in the conversion of more leads.

There are quite a few differences between paid and organic search. Companies tend to choose one as their main focus in digital marketing campaigns. However, there is much evidence showing that integrating these two marketing strategies can provide companies with an advantage they don't have while using only one of them.

For instance, although the organic search is free (besides the marketing effort made by your team), results are not guaranteed and it often takes months or even years to see whether your work is paying off.

On the other hand, the marketing results produced by the paid search are fast and measurable. With great ad material and spot-on keyword research, paid ads show the optimised ad copy to the target audiences.

Paid search can not only show your ads to your target customers, but it can also show them in an optimised position. With organic search, brands need to put in a lot of effort to be recognised by Google as offering valuable and relevant content for certain keywords in order to rank highly.

With paid search, you can place your ads easily at the top of SERPs. This makes a great difference to website traffic since experience tells us that the first result on SERPs gets the highest CTR, and this declines dramatically from the second result to the last.

The following table shows the differences between paid and organic search options side by side:

Paid search (PPC) Organic search (SEO)
  • Timeframe: Instant results (show your site at the top of the SERPs once you run the ads)
  • You pay for the clicks from your audiences.
  • It’s possible to make instant adjustments based on the results.
  • Ads are displayed above the organic results or in the sidebar.
  • Ads are labelled as "Sponsored" or "Ad".
  • You can customise your ads and bid on specific keywords to trigger your ad.
  • It’s ideal for campaigns that need quick and instinctive results with clear conversion goals.
  • It’s great for bottom-funnel customers.
  • Timeframe: Slow results (it takes at least 6 months to a year to see the actual change in conversion).
  • SEO techniques are used to improve your website's ranking in the SERPs.
  • It’s difficult to track performance from adjustments.
  • Improved ranking leads to more traffic from organic searches.
  • Organic traffic is free.
  • Credibility and brand awareness are increased.
  • It’s best for the top and middle of the sales funnel.
What Are the Strengths of PPC Ads?

What Are the Strengths of PPC Ads?

As we all know in digital marketing, your ranking on SERPs determines how much traffic you receive to your website. Internet users have a significantly higher CTR for the top three search results. In order to generate steady website traffic and more quality leads, putting your brand in the top position in SERPs is the priority for all digital marketers.

PPC marketing is a fast and effective solution to solve this problem. The truth is, nobody fully understands Google’s algorithm and their customers' intentions. Even the most experienced marketer cannot guarantee that they can move your brand up in the SERP rankings every time. But PPC can.

Paid media is a data-based game. With paid search platforms like Google Ads, you or the PPC management company you hire can customise your campaign based on your conversion goals.

The customised PPC campaign includes unique ad copy, graphics, videos and a PPC landing page with a specific conversion goal. Google Ads is a strong PPC platform and the most used search engine that provides a series of user data and filters for ad-runners to utilise. From demographic, language and geographic attributes to user habits, affiliate quarries and major life events, every brand can locate its target online with the correct filters.

Another advantage of PPC is that you can adjust your bidding strategy in a timely manner. According to your budget and your goal, you can set a daily bidding amount and monthly ad spend for your campaign. This function makes sure the potential of your ad budget reaches the maximum.

Moreover, you can also use Performance Planner, a Google Ads function that employs machine learning technology, to map out the dynamic trend of your ad performance and its bidding strategy in the future to find the best bidding adjustment for your campaign.

Machine learning is one of the greatest advantages when it comes to PPC. Not only can it help you plan your future bidding strategies, but Google Ads’ artificial intelligence can also find out the best ad combination for you that can achieve a higher CTR. Features using this technology include responsive ads for search campaigns and Performance Max.

Performance Max campaigns from Google Ads take your PPC advertising to the next level. This campaign type uses machine learning to identify your target customers and find a new segment of buyers that has the greatest potential to convert. Unlike traditional PPC, it also helps ad-runners find suitable keywords. You can therefore save lots of time for keyword research and prevent possible manual mistakes or oversights.

This is the only campaign type that can break the barrier of different campaign types, ad forms and channels. Google ads management services from our PPC creative agency create ad asset groups (text, graphic, video, logo) with quality ad copy and images. Within one ad assets group, Performance Max identifies the best ad combinations and the distribution channels (Google search, Google Maps, Gmail, YouTube, etc.) with the best chance of reaching maximum engagement.

In general, a PPC campaign is great for businesses that want to:

  • Generate leads quickly
  • Have measurable results
  • Build brand awareness rapidly
  • Have a specific target group
  • Want to market with a budget
  • Use A/B testing
  • Offer or promote a time-sensitive deal

PPC is a great complement to SEO. By using PPC, businesses can target long-tail keywords that they may not be able to rank organically. In addition, PPC can be used to test different messages and calls-to-action (CTAs) before implementing them in an SEO campaign.

What Are the Pros and Cons of SEO?

What Are the Pros and Cons of SEO?

SEO is the universal practice for modern digital marketing and helps numerous brands improve their website performance. It builds brands’ digital presence, delivers a quality customer experience to audiences and basically shapes how to do digital marketing.

Although it is commonly believed that SEO traffic makes a big difference to websites and brands, there are still some pros and cons of SEO that need to be addressed before you consider this tactic.

First of all, you need to understand that SEO is a long-term marketing strategy. There are some analysis tools such as Google Analytics, Ahrefs and SEMrush available for marketers to examine their website performance. With SEO, however, you need to wait at least 3 to 6 months to see the results of your adjustments, and longer to see actual conversions.

SEO offers businesses numerous benefits, including:

  • Achieving high organic rankings on SERPs
  • Generating organic traffic to your website
  • Increasing brand awareness
  • Building organic authority and trust with search engines
  • Forging customer relationships
  • Offering a competent customer experience
  • Creating consistent results
  • Providing more durable/sustainable results over time

With that being said, SEO also has some cons you need to be aware of:

  • It takes time to see results (months or even years)
  • It requires ongoing effort and maintenance
  • There is no guarantee of positive or detectable results
  • It is hard to trace back the link between adjustment and performance
  • It is difficult and time-consuming
  • It is challenging to conduct keyword research and competitor research
  • The results are unmeasurable and unpredictable

SEO is focused on generating leads using the top and middle of the sales funnels. This creates long-term customers and deep customer connections but is not necessarily directly related to lead conversion. 

SEO and PPC are essential marketing strategies that should be used to achieve high ROI in B2B and B2C. While researching the best PPC agency for your marketing campaigns, be sure to find an SEO PPC agency that is proficient in both techniques and that can be verified within their marketing campaign examples in B2B and eCommerce.

By integrating SEO and PPC, you can get the best of both worlds. You can generate leads quickly with PPC while also working on long-term organic growth with SEO. And, by using both together, you can increase your lead conversions overall.

Why Do You Need to Integrate SEO And PPC Marketing?

Why Do You Need to Integrate SEO And PPC Marketing?

Generally speaking, SEO is a long-term strategy that can build your brand authority and customer relationships, while PPC is a goal-specific strategy that can be used to generate quick and actual leads.

Integrating SEO with PPC marketing is important to get the highest ROI for your B2B and B2C business.

One of the major reasons is that the SEO landscape is constantly changing, with new updates and algorithms appearing all the time, and so too is your ranking on SERPs with your keywords.

PPC, on the other hand, is a paid marketing strategy that gives you control over your results and digital marketing performance. You can bid on keywords, set your budget and track your leads to see what works and what doesn’t.

For brands looking for an effective solution that can generate actual sales with a measurable method to assess progress, paid search advertising is the perfect solution.

PPC data provided by channels like Google Ads shows marketers the outcome of their every action. This helps PPC experts identify the correct PPC keywords that generate traffic, understand the search intent of target customers and bring in relevant traffic that converts into sales.

It can elevate the click-through rate of your site faster than the website's SEO and help you understand your target market with quick A/B testing that provides valuable information for your future content marketing plan or SEO strategy.

PPC can also be used as a powerful tool to compete with your competitors. By targeting some brands' keywords or search terms used by your competitors, you can make sure your ads pop up at the top of the SERPs before your competitors with their organic ranked position. To use this strategy, deploy the keyword planner tool and ad preview/diagnose tool in Google Ads.

So, why not just use PPC alone instead of PPC and SEO integration? Because you can build a cohesive image of your brand that helps you increase brand value and present your brand as professional and trustworthy with SEO. A well-structured website and content deliver its marketing message in a strong and clear manner. Customers often use this as a clue to judge a brand's authority in professional and ethical aspects. For businesses such as B2B, SEO is an important tool since communicating with clients professionally is key to closing the deal.

Furthermore, SEO-optimised websites are easier for Google to crawl and rank because of their intact details like keyword-rich meta descriptions and titles.

The same method should be used to create landing pages for your paid search campaigns. A successful campaign that brings in paid traffic requires a high-quality, well-structured PPC landing page. A good landing page must use an SEO concept while constructing it.

Thus, despite the unclear nature of SEO data, it is still essential for companies to keep including SEO in their digital marketing strategy. Only with PPC and SEO can you create a marketing plan that covers all aspects of driving targeted traffic to your website.

Pros and Cons of Integrating SEO and PPC Campaigns Together

Pros and Cons of Integrating SEO and PPC Campaigns Together

Both SEO and PPC have advantages and disadvantages, but when you use them together, you can get the best of both worlds:

  • SEO provides long-term organic growth that can lead to increased traffic and conversions. 
  • PPC gives you more control over your results and allows you to generate leads quickly. 
  • Integrating SEO with PPC can benefit your brand with the advantages of both techniques.
  • Using SEO and PPC at the same time amplifies the effect of both techniques. 
  • SEO and PPC can be used to target different stages of the buyer’s journey. Generate more sales by converting bottom-funnel customers while pushing upper-funnel audiences further down in their buyer journey.

The only con of SEO and PPC integration is the extra budget you need to spend. Although paid traffic is not free, with correct strategies and professional help, brands can achieve success with a limited budget, making it even cheaper than spending a great amount of money on SEO with no guaranteed results.

Hiring a professional PPC agency and management service is a good method to prevent unnecessary waste of the advertising budget. PPC experts use the keyword data and product information you provide to conduct keyword research, prepare ad materials and choose bidding strategies. The service includes continuously adjusting your campaign based on performance in a timely manner.

An effective PPC management service can provide detailed monthly reports that show how your campaigns are performing, what changes were made and what results were achieved. This allows you to track your ROI and make necessary changes to your SEO and PPC strategy.

Best Practices for Integrating SEO and PPC

Best Practices for Integrating SEO and PPC

There are many advantages to integrating your SEO and PPC efforts, but it is not always easy to get the two working together harmoniously. Here are some tips on how you can make sure your integration is successful:

Practice #1 Understand Your Customer’s Journey

Practice #1 Understand Your Customer’s Journey

By gaining insight into the steps taken by customers in their journey, you can create an integrated marketing strategy that combines SEO and PPC advertising to effectively reach and engage potential customers.

The customer journey starts with research and consideration, moves into intent and finally leads to purchase.

SEO is used to capture the attention of customers during their research phase, while PPC allows you to quickly put your message in front of them when they are in the buying stage.

Practice #2 Do Your Keyword Research

Practice #2 Do Your Keyword Research

Keyword research is essential for integrating SEO and PPC. It provides important insights into how customers search for products and services related to a business, thus allowing you to create custom marketing content and targeted campaigns that effectively reach potential customers.

By doing keyword research, businesses can identify popular phrases and topics which can be incorporated into their SEO efforts, as well as how often these keywords are used for search, in order to plan PPC campaigns more effectively.

Other benefits of keyword research are:

  • Uncovering long-tail keywords: which may not be widely searched but will still attract specific audiences who may be interested in a business’s product or service. Helping businesses reach out to people who are most likely to convert into customers.
  • Understanding your competitors’ strategies: This can be done by researching the same keywords they are targeting and seeing how successful they have been in reaching their desired audiences.

Practice #3 Create Relevant Landing Pages

Practice #3 Create Relevant Landing Pages

Landing pages are the first page that customers arrive at after clicking an advertisement, or a link from a SERP (Search Engine Result Page) for organic search results. As such, it is essential to ensure that these landing pages are optimized for both SEO and PPC.

It is important to consider how landing pages will appear in search engine results. By optimizing titles and meta descriptions with relevant keywords, you can ensure that they will be more visible in SERPs.

Practice #4 Monitor Your Results

Practice #4 Monitor Your Results

By tracking the performance of both organic and paid search campaigns, you gain valuable insight into how your marketing efforts are performing, identifying any areas that need improvement, as well as uncovering new opportunities to capitalize on.

When monitoring the results, you should look into key metrics such as:

  • Keyword rankings
  • Organic traffic
  • Impressions
  • Clicks
  • Cost per click (CPC)
  • Cost per acquisition (CPA)
  • Return on investment (ROI)

This data can also be used to determine which keywords are most successful in driving conversions, as well as identifying any areas where traffic or conversions are lagging behind.

Google provides a series of tools to support Google Ads in delivering effective campaigns. Consult your PPC management service provider for more details on which tool suits you best.

Practice #5 Make Adjustments as Needed

Practice #5 Make Adjustments as Needed

Make adjustments to your campaigns as needed. If you see that one campaign is not performing well, pause it or make changes. The goal is to always be testing and tweaking so you can find what works best for your business.

We recommend you take advantage of Performance Max and help your brand research the market in an easy and accurate way with machine learning. This can save you a lot of detours and waste in the budget!

Which is Better for B2B? SEO vs Google Ads

Which is Better for B2B? SEO vs Google Ads

As you may have already learnt from this article, the answer to this question is BOTH. SEO and PPC both have strengths and weaknesses. One method can achieve an effect easily while the other never does. Use SEO and PPC together to amplify the performance of both methods and allow your campaigns to reach their maximum capacity with minimum budget waste.

Due to the characteristics of B2B, B2B companies need to communicate with decision-makers of targeted clients in a much more professional way and build long-term relationships compared to B2C.

Advertisers need to expose a brand multiple times on different channels to successfully convert an audience into sales. This exposure needs to present the quality of your products, the authority of your brand and the value you bring to clients. Luckily you can use SEO and PPC integration.

SEO and Google Ads benefit B2B companies in building their professional brand image, exposing their product and converting into sales effectively. The strong features of Google Ads help B2B brands to find the decision-makers in the market and concentrate their marketing efforts on keywords that match clients' search terms.

However, even the most intriguing ads can't convert clients without a high-quality landing page. That's why you need SEO to create a quality page for your campaigns. SEO also makes sure the online presence of your brand is consistent and high-quality with a clear message and crawlable for search engines. This helps the audiences attracted through PPC build trust and relationships with your brand while they are browsing for more information.

Ultimately, understanding the features of your industry and the goals of your digital marketing plan is the very first step toward picking the best marketing strategy to improve your ROI. Consult your PPC management agency and start planning your digital campaign today!

Related Searches

Does PPC Improve SEO?

While PPC advertising doesn't have a direct impact on your SEO efforts, it can indirectly help you improve your SEO campaigns. By investing in both PPC and SEO, you'll create a cohesive marketing campaign that ultimately grows your business.

For example, PPC helps you better understand which keywords are most effective for driving traffic to your website. You can then use this information to tweak your SEO campaigns and target those same keywords.

How Does SEO Affect PPC?

Research conducted by Google shows that strong organic search results can lead to increased clicks on PPC ads. The study found that when a site had strong organic search results, its PPC ads on the same SERP saw an increase in CTR. This shows that a well-rounded search marketing strategy needs to make use of both SEO and PPC.

Key Takeaways

  • SEO and PPC integration help you to develop a cohesive digital marketing campaign. This mixed approach combines the benefits of both methods, resulting in a high-quality customer experience that produces leads and revenue.
  • PPC and SEO are two types of online advertising that work in different ways. PPC is a goal-specific technique for obtaining quick and real leads, whereas SEO is a long-term strategy that may help build your brand's authority and client loyalty.
  • B2B firms benefit from SEO and Google Ads in developing their professional brand image, promoting their product and converting into sales effectively. Google Ads has strong features that assist B2B companies in identifying market decision-makers and concentrating their marketing efforts on keywords that match clients' search queries.

Who we are: With over 25 years of experience, SnellMedia has created thousands of successful B2B Google Ads campaigns for clients primarily in SaaS, manufacturing automation and healthtech. Book a 30-minute consultation with a senior, Google-certified member of our team today. During the call, we’ll answer any Google Ads-related questions you have and audit your account to provide your marketing team with valuable feedback they can implement to double or maybe even triple your lead generation.