You’re probably wondering what SEO has to do with PPC, let alone how to use SEO for PPC. Some of you may even be wondering what PPC stands for.
PPC stands for “pay per click” and refers to placing ads on advertising networks to get traffic to your website where you only pay if people click on them. If you are still not sure what I’m talking about, do a quick Google search for any keyword.
The search results page is made up of 2 sections.
- The left hand side shows the organic listings where websites are ranked according to the SEO factors that has been discussed in previous posts.
- The right hand side (and occasionally the top of the page) shows the paid listings from Google’s advertising network which is called Adwords. They are typically placed under the heading “Sponsored Links.” Google Adwords is by far the biggest advertising network on the Web so logically a lot of people use it.
But what does SEO have to do with PPC?
Back to the original question, in PPC, the price you pay per click on your ad is determined by a variety of factors.
One of these factors is the “landing page”, or where people are sent to when they click on your ad. This is where your on page SEO factors come into play.
When you set up a PPC ad, you can choose the keywords for which you want your ad to appear. For example, if you want your ad to appear every time someone searches with the keyword “beauty salon”, it’s important that the page the ad is linked to is optimised for that keyword. This is simply getting the on page factors right which were mentioned previously:
- title
- meta description
- meta tags
- keyword density
If you don’t optimise your landing page for that keyword, then your Quality Score (which is out of 10) will be lower and you will pay a higher cost per click than otherwise.
As you can see, your SEO skills have more use than just getting your website ranking higher organically. If you think that ranking on page 1 organically for a keyword is going to take too long for your liking, you can always opt for PPC where you can start ranking on Page 1 within minutes. And it won’t cost as much if you know how to use SEO for PPC.
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