Benchmark Your Conversion Rates Vs. Your Industry
Compare your CVR%, CPC, Bounce Rate, and other KPIs across Paid Search, Display, Social & more.
Pay-per-click (PPC) advertising and search engine optimization (SEO) often end up siloed.
This causes friction between teams, questions about attribution, and often self-sabotaging strategies to get in the way of scalable profit.
I love this question seeking to build PPC empathy and collaborate on SEO initiatives. Barouyr in Yerevan, Armenia, asks:
“If someone knows about SEO and in general about marketing (customer personas, target marketing), and has a very basic knowledge of PPC, where should he start to understand how to construct a PPC campaign for his company?”
This post touches on concepts where SEO/PPC align and can empower each other and makes recommendations for further exploration.
Keyword Theory: Active Targets Vs. Passive Targets
Keyword research, management, and strategy are part of SEO and PPC.
However, the tasks associated and criteria for electing a keyword are slightly different.
One of the biggest differences is PPCs need to account for close variants as opposed to perfect syntax.
You won’t need to bid on everything as close variants pick up slight variations on keywords as well as implied terms.
For example, bidding on the keyword phrase “balanced dog trainers near me” would allow you to come up for the following terms on all match-types:
- “dog trainers for aggressive dogs”
- “[location]...
Read Full Story: https://www.searchenginejournal.com/seo-knowledge-ppc/433172/
Your content is great. However, if any of the content contained herein violates any rights of yours, including those of copyright, please contact us immediately by e-mail at media[@]kissrpr.com.
