PPC and SEO teams struggle to communicate with each other. They operate isolated from each other, unable to properly leverage their most important assest: first party data.
No longer are isolated search campaigns an option. The landscape is too competitive and the buyer journey is multi-faceted. Your campaigns need to think beyond isolation and move towards integration.
As mentioned, the following tactics provide a foundational way that you can take a step towards dynamic integration:
- Using Keyword Rankings as a Signal for Dataless PPC Campaigns
- Leveraging PPC for Content Marketing to Answer User Intent
- Using Google Display Ads to Hack Key SEO Terms
The tactics provided here provide a brief look into the dynamic ways you can integrate your campaigns, but the execution will be key.
As Google daily takes more SERP real estate for paid advertising, PPC will play an even larger role tomorrow than today. Furthermore, as the field becomes more competitive, the CPC’s will only rise.