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Why Your Brand Needs Both PPC and SEO

April 12, 2019/in Best Practices, Branding, News /by mhabig

SEO vs. PPC – Which Is Better? The world of search engine marketing is generally divided into two camps: PPC and SEO. Paid Search leads to instantaneous results – immediately putting your brand in front of your target audience – but can be very expensive depending on the level of competition. Meanwhile, Organic Search costs nothing (well, except time, effort, and expertise), […]

11 Easy Marketing Tips for the Holidays

December 20, 2018/in Best Practices /by mhabig

Are you ready to take advantage of the festive mood and embrace holiday marketing? According to the Forbes, consumers report feeling nostalgic, cheerful, and more willing to purchase around the holidays. Use these 11 easy tips to make your brand a source of happiness this season. 1. Build Anticipation Recall the delight of an Advent Calendar […]

Why Your Brand Needs Both PPC and SEO

April 12, 2019/in Best Practices, Branding, News /by mhabig

11 Easy Marketing Tips for the Holidays

December 20, 2018/in Best Practices /by mhabig

Full Sized Blog Element (Big Preview Pic)

Why Your Brand Needs Both PPC and SEO

April 12, 2019/in Best Practices, Branding, News /by mhabig

SEO vs. PPC – Which Is Better?

The world of search engine marketing is generally divided into two camps: PPC and SEO. Paid Search leads to instantaneous results – immediately putting your brand in front of your target audience – but can be very expensive depending on the level of competition. Meanwhile, Organic Search costs nothing (well, except time, effort, and expertise), but can take months to see similar results to Paid Search.

Brands often find themselves debating between the two options – pitting the pros and cons of each option against each other to determine the best fit for their business. Should you pony up for paid campaigns or put in the work to build your organic ranking?

One of the worst kept secrets in search engine marketing is how paid search ads and organic search engine optimization work in concert to boost the performance of the other. Choosing one over the other is akin to purchasing a “buy one, get one free” product and not taking the freebie. If you’re going to tackle the world of search marketing at all, it is in your business’ best interest to double down on your efforts and achieve greater success. Here’s why:

Google Adwords Auction Algorithm

Advertising on Google AdWords is often compared to an auction. Advertisers tell Google how much they are willing to bid to show their ad for a particular keyword and Google puts the highest bidder in the #1 position. Simple, right?

Unfortunately, unlike a true auction, the process is much, much more complicated. An Adwords keyword auction involves an algorithm, a team of mad scientists, and possibly alien technology. However, the concept is very simple: $$$.

Google gets paid per click (hence the PPC acronym) and while – all things being equal – Google would logically choose a $10 keyword bid over a $1 keyword bid, Google stands to make more money if 11 people click on the $1 ad than if only 1 person clicks on the $10 ad. In other words, Google considers behavioral factors in conjunction with an advertiser’s keyword bid.

What are those behavioral factors? Well, Google became the search giant they are today not only by showing search results but by showing relevant search results. Google wouldn’t be a synecdoche for “search” if users didn’t consistently find what they were looking for when googling. In addition to the keyword bids, Google Adwords’ auction algorithm also considers the relevance and user experience of the landing page the ad directs to.

SEO Improves PPC Performance

Landing page relevancy is where search engine optimization comes in to play. One of the key tenets to SEO is improving a site or pages relevancy to certain keywords and all of the optimizations that go into improving a page’s organic ranking – keyword usage, metadata, page speed, etc – also lend themselves to improving the page’s relevancy in paid search.

In short, making organic search optimization changes to a page tells Google that page provides a better, more relevant user experience and Google subsequently lowers the cost-per-click (CPC) it takes to get your ad shown for that keyword.

Countless case studies have shown how SEO-friendly pages can drastically lower the cost and improve the performance of a campaign – up to a 38% decrease in CPC – driving more traffic for less ad spend.

That’s right. In addition to improving your organic rankings, an effective SEO strategy can actually save you money on your PPC campaigns.

PPC Improves SEO Performance

The beneficial relationship between organic search optimization and paid search performance isn’t a one-way street. While paid ads don’t directly affect organic rankings, there are many ways in which paid ads can help improve organic performance.

The most notable of these is that the presence of paid search ads can actually improve the CTR of an organic search listing. Case studies have shown that search users are more likely to click on an organic result when there is a paid ad present for the same website. There’s a good reason for this – the presence of both paid and organic results for the same brand improves recognition and evokes a stronger reputation in the mind of the search user.

Even when a paid ad and organic ad are shown separately, a search user may be more likely to click on an organic result from a site or brand they recognize over one they have not seen a paid ad for. In both scenarios, the paid ads help drive more organic clicks, which in turn improves the organic ranking (as Google weighs CTR on organic results as well!).

Other Factors In Paid Search Ads Influencing Organic Rank

Additionally, paid ads allow you greater control over the messaging of your brand. Paid ad copy can be time sensitive, personal, creative, even inventive and compelling – and that messaging is then imbued into your organic search results, which tend to be dryer and more factual by nature. With the combination of paid search ads and organic listings, you don’t have to choose between focusing on keyword-rich information or showing off the personality of your brand. You can do both!

In an even bigger way, paid ads can help increase the organic ranking of a page by encouraging some of the most important behaviors to organic ranking: sharing. Back-links and page visits are a major factor to a page’s organic rank and introducing that page in the form of a URL can help lead users to content that they’ll link to, bookmark, and mention on social media. Voila! – suddenly a page with no organic juice is in the hands of the very users who can help push that page to a top organic ranking – all thanks to a paid ad.

SEO + PPC = An Integrated Search Marketing Approach

You’ve heard the saying “I’ll scratch your back, if you scratch mine”, but in search marketing, a one-two punch of a dual PPC and SEO strategy makes both search methods scratch better. You could put all your eggs into one basket and slowly improve your organic rankings OR rack up credit card points with paid search ads, but why would you choose when you could increase your free organic traffic, while simultaneously lowering your PPC ad cost and improving the performance of your paid campaigns?

TBI Digital specializes in both PPC and SEO. Contact us today to find out how our experts can help your business reap the rewards of both.

11 Easy Marketing Tips for the Holidays

December 20, 2018/in Best Practices /by mhabig

1. Build Anticipation

Recall the delight of an Advent Calendar or the nightly menorah lighting as a child? It gave you a daily reminder of the season and something to anticipate. The same goes when you offer various daily holiday promotions, countdowns on social media, and other related tactics. Utilize the season to build anticipation for your product.

2. Tap Into Nostalgia

The holidays are a time people love to slow down and reminisce about childhood holiday traditions. Reference classic themes, retro toys, nostalgic imagery, and sentimental themes. The association of these references with your brand will build a sense of warmth and fondness in your audience.

3. Gifts are an Exponential Marketing Opportunity

Considering a holiday gift directly touches two individuals, a gift is an exponential advertising opportunity. An outstanding gift experience is paramount, so invest in beautiful packaging, products, and memorable messaging in your holiday products.

4. Design a Gift Guide For Your Products (or Related Products)

Make sure the focus is on the gift recipient. Get creative and personalize specific gift guides that target individuals such as “the workout queen”, “the bookworm”, or “the tech-savvy hipster”.

5. Holiday Hacks

The holidays can be stressful. Post and share content about solutions that can make your viewer’s lives easier.

6. Plan Ahead

Prepare your posts ahead of time and schedule them throughout the holiday season. This will ensure your content is well thought out, continual, and you never miss an opportunity.

7. Decorate On Social Media

Add a holiday-themed image to your social media profile or cover photos. This will show up in your audience’s newsfeed and also demonstrate your company’s spirit

8. Interact

Engage with fans and followers and invite them to share their favorite holiday memories or photos with your product. This will be a chance to demonstrate an interest in them and for interaction.

9. It’s Not Just About Christmas

While a large number of people in the U.S. celebrate Christmas, non-Christian holidays are too often disregarded, thus leading to the exclusion of some followers and you missing out on marketing opportunities. Depending on your consumers, consider Hanukkah (Jewish), Kwanzaa (African-American), the Winter Solstice (for Pagans), Diwali (Hindu), and the Chinese New Year.

10. Immerse Your Senses

Utilize sensory language. The holidays are a time of savory dinners, tasty desserts, aromatic candles, fuzzy blankets, cozy homes, warm fires, and joyful music. Allude to these elements to give your audience a more memorable experience with your content

11. Personalize

During the holidays, consumers are constantly flooded with the same marketing messages everywhere. Steer clear of cliché holiday emails to avoid being tuned out. Focus on sending promotions that are personalized and relevant based on data covering products individuals have browsed or predicted purchase behavior.

Half Sized Blog Element (Single Author Style)

Half Sized Blog Element (Multi Author Style)

Full Sized Blog Element (Big Preview Pic)

SEO Improves PPC Performance

PPC Improves SEO Performance

1. Build Anticipation

2. Tap Into Nostalgia

3. Gifts are an Exponential Marketing Opportunity

4. Design a Gift Guide For Your Products (or Related Products)

5. Holiday Hacks

6. Plan Ahead

7. Decorate On Social Media

8. Interact

9. It’s Not Just About Christmas

10. Immerse Your Senses

11. Personalize

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