Causes of friction between SEO and PPC often occur because we tend to use different sources of truth for each channel and build silos of communication between teams.
The main core areas of friction? Usually:
- Reporting
- Landing pages
- Budget
Here are five ways you can get your PPC and SEO campaigns working together.
Tip 1: Collaborate on first-party data readiness
All digital marketing campaigns need to account for first-party data.
Understanding whether your brand is compliant requires input from both your SEO and PPC teams.
If you rely heavily on remarketing campaigns (either because you’re in an expensive industry or the customer journey naturally takes multiple steps), you may find yourself increasingly reliant on native audiences.
While some of these audiences can be powerful, most of them underperform against audiences based on brand-tracked activity.
Analytics audience segments can be a powerful way around fluctuating quality.
These audience segments still require consent and the new global site tag. Make sure your tag is updated to GA4.
As you set up cookie consent, it’s important that the module follows cumulative layout shift (CLS) rules. As a general rule, modules on the bottom of the page tend to do better as they don’t distract from the user’s purchasing journey, and carry less CLS risk.
Make sure that first-party data collected is protected (either hashed and synced through tools, or immediately deleted once it’s been uploaded into ad accounts).
Collaborate...
Read Full Story: https://searchengineland.com/get-ppc-seo-working-together-386083
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