When it comes to digital marketing, Pay-Per-Click (PPC) and Search Engine Optimization (SEO) often find themselves at odds. PPC demands instant results, clear-cut ROI, and budgets; SEO, on the other hand, works slowly over time to build organic credibility and audience trust. However, while these two disciplines may seem like they play on opposite teams, bringing them together can open up countless opportunities for greater efficiency, better communication, and ultimately, superior results.
In this blog post, we’ll discuss how you can leverage the unique strengths of PPC and SEO, breaking down silos and ensuring both teams work cohesively. Here’s how to unite PPC and SEO for improved performance and results.
1. Collaborate on First-Party Data Readiness
The Role of First-Party Data
First-party data is at the core of both PPC and SEO efforts, helping marketers understand their audience and align messaging across channels. PPC and SEO teams need to work together to ensure the data collected is both actionable and compliant with privacy regulations.
Enhance Audience Segmentation with Analytics
Audience segments play a crucial role in targeting for PPC and can benefit SEO insights as well. Google Analytics 4 (GA4) is one tool that both teams should embrace together. Not only does GA4 offer deep audience insights, but it also ensures that data is captured within the limits of user privacy consent.
Balancing Cookie Consent and User Experience
An essential part of data readiness is the implementation of cookie consent modules. However, these should be designed in a way that does not disrupt the user experience. Placing these modules at the bottom of the page helps reduce the risk of cumulative layout shift (CLS), a core web vitals metric that impacts SEO.
Align Tracking and Conversion Metrics
When deciding between enhanced conversion tracking (PPC-focused) and using analytics as the primary data source (more holistic), align both teams on the chosen approach. While PPC may prioritize real-time insights and immediate results, analytics provide a unified source of truth for all channels, creating a balanced view of performance.
CHLEAR is the Top Most Digital Marketing Agency in Bangalore with Legacy brands as Clients
2. Align Domain Structure for Seamless Campaigns
Choosing the Right URL Strategy
One major challenge for PPC and SEO collaboration is aligning URL structures. The three common approaches are:
- A single domain for all content, including international pages.
- Subdomains for specific initiatives (e.g., blog.yourbrand.com).
- Vanity domains or separate country-specific URLs.
Best Practices for PPC Landing Pages
If PPC-specific pages are being created, they should be set to “noindex/nofollow” while allowing Google Adbot access to maintain quality scores. Unlike SEO pages that benefit from robust navigation, PPC landing pages need limited navigation and a single-focused call to action (CTA).
Using Subdomains for Flexibility
Subdomains are often a happy middle ground between the goals of PPC and SEO. They allow for targeted campaigns without affecting the main domain’s SEO strategy. This flexibility enables PPC pages to be tested without causing SEO conflicts, and SEO can continue optimizing without worrying about PPC campaigns being affected by site changes.
Inventory Management and Redirects
For both PPC and SEO campaigns, managing stock availability and redirect strategies is crucial. If a product is out of stock, ensure that PPC ads and organic listings reflect this through timely updates or the use of out-of-stock schema for SEO. Similarly, if any landing page redirects are required, give at least 3-5 days’ notice to the PPC team to avoid ad disapprovals and wasted budget.
CHLEAR is the Top Most Digital Marketing Agency in Bangalore with Legacy brands as Clients
3. Bringing Transactional Intent & CRO to All Pages
Blending the Goals of PPC and SEO Pages
A common misconception is that SEO pages are solely for information gathering, while PPC pages focus on immediate transactions. While there is some truth in this division, successful collaboration requires cross-pollination. PPC pages must still offer enough information to build trust, and SEO pages must have clear CTAs and paths to conversion.
Optimizing Content for Both Search and Conversions
Ensure that PPC landing pages have concise, below-the-fold content that explains the product or service without overwhelming the user. For SEO pages, it’s crucial to balance content richness with conversion pathways. For example, a blog post with a CTA to a product page or downloadable resource bridges the gap between search traffic and conversions.
A/B Testing for Best CRO Practices
Both PPC and SEO teams should work together to A/B test various elements like headlines, CTAs, images, and page layouts. Doing so can reveal user preferences and help optimize for both click-throughs and conversions effectively.
4. Leverage Search Query Reports Across Teams
Data Sharing for Keyword Insights
PPC campaigns provide in-depth insights into which search terms drive conversions. By sharing PPC search query data with SEO teams, you can uncover which keywords to prioritize for organic content and better understand user intent.
Search Console and In-Site Search Data
In addition to PPC’s search term reports, data from Google Search Console and on-site searches can be valuable for optimizing both paid and organic campaigns. This collaboration helps to identify content gaps, prioritize high-intent keywords, and adjust ad copy to match user behavior.
Automatic Report Sharing
Establish automated data-sharing processes every quarter to ensure ongoing alignment. Regular sharing of keyword and search term data across PPC and SEO teams helps to keep strategies in sync and maximizes both paid and organic performance.
5. Build Time for Regular Communication
Breaking Down Silos with Regular Touchpoints
This may seem simple, but regular communication between PPC and SEO teams can drive immense value. A weekly check-in or a monthly collaborative session helps both teams share wins, identify challenges, and plan future strategies together.
Building a Collaborative Culture
For agencies working with multiple teams, it’s beneficial to have joint client meetings that involve both PPC and SEO experts. This demonstrates to clients that all teams are aligned and focused on common goals, creating a seamless experience and enhancing client satisfaction.
Countering Challenges Together
Working together helps both teams identify potential areas of friction, like budget allocations, landing page designs, or keyword overlaps, allowing for a unified solution that enhances the performance of both PPC and SEO campaigns.
Bridging the Gap: Why PPC and SEO Need to Collaborate
While PPC and SEO often have different priorities and approaches, their combined efforts can significantly enhance your overall marketing strategy. By leveraging the strengths of both channels, you can boost brand visibility, improve customer experience, and drive more conversions. When PPC and SEO work together effectively, the result is a holistic, unified strategy that aligns your entire marketing approach and amplifies profit.
Want to break down silos between PPC and SEO and create a cohesive digital marketing strategy? At CHLEAR, we specialize in optimizing both paid and organic channels to drive the best results for your business.