Can’t we all just get along?
The perennial conflict between paid ads and earned media is perhaps more stark than ever—but pay-per-click and SEO don’t have to always be at each other’s throats for a bigger cut of the marketing budget. In fact, they work extremely well together: The strategies and strengths of PPC and SEO can work in tandem, reinforcing their disparate values that ultimately lead to conversions and engagement.
In the spirit of world peace—and as the dust on Google’s May 2022 algorithm update has settled a bit for brands and platforms—here are a few ways you can use them together to mitigate each channel’s limitations and get the maximum benefit from each.
Improve Quality Score
What’s Quality Score? According to Google, it’s a rating of the overall user experience your ads and landing pages provide when users search for you.
Basically, it is used as an indication of whether your ads and landing pages are useful to your consumers. The score is on a 1-10 scale and has three components:
- Expected clickthrough rate: Will a user click your ad?
- Ad relevance: Does the ad make sense for the query?
- Landing page experience: Does the content here match the ad’s offer?
―Sun Tzu, SEO/PPC war veteran
While Quality Score is a diagnostic tool intended to give you an idea of how your PPC ads stack up against those of other advertisers, the three Quality Score performance metrics overlap with issues that are addressed and tracked with SEO initiatives. By having PPC and SEO...
Read Full Story: https://news.google.com/__i/rss/rd/articles/CBMidWh0dHBzOi8vd3d3LmFkd2Vlay5jb20vcGVyZm9ybWFuY2UtbWFya2V0aW5nL2NsaWNrcy12ZXJzdXMtc2VhcmNoLTUtbGVzc29ucy1sZWFybmVkLWluLXRoZS13YXItb3Zlci1tYXJrZXRpbmctYnVkZ2V0L9IBAA?oc=5
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.
