SEO and PPC are separate marketing channels that each have unique roles and purposes.

But that doesn’t mean you have to choose between SEO and PPC.

You can benefit from both SEO and PPC.

Integrating SEO & PPC Data Has Never Been More Important

SEO and PPC both have a goal in common: attracting people to your website.

A** holistic approach to search **will help you to navigate an increasingly complex landscape.

By combining forces, you have an opportunity to:

• Share learnings.
• Improve budget efficiency.
• Help drive mutual growth for the brands you’re managing.

The truth is this does not happen enough in practice.

Take for example this debate a few months back about the need for brand bidding to maintain visibility in search due to competitor bidding.

Brand ads can actually be more effective than organic listings, allowing brands to fully control creative messaging and landing pages for every related search term.

Building a deeper understanding of how both SEO and PPC can complement each other to deliver mutually beneficial performance is critical to success.

Strategic Data Sharing Across Organic & Paid Search

The ability to share learnings across organic and paid search begins by building integrated dashboards displaying key search (SEO and PPC) performance data, primarily focusing on keyword-level trends.

The examples I’ll cover in this post use dashboards built out using Google Data Studio, but the same outcomes can be achieved using any data management platform.

#paid search #seo #big data