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Maximizing Impact: How PPC and SEO Synergy Boosted Revenue & Improved Target Keyword Rankings

In digital marketing, Pay-Per-Click (PPC) and Search Engine Optimization (SEO) are often seen as distinct strategies. However, when combined strategically, these two powerful practices can work together to produce results that far exceed what they can achieve individually. In this blog post, we'll delve into a real-world success story that showcases the synergy between PPC and SEO, resulting in a remarkable 149% increase in scaled PPC pipeline revenue and a 3X boost in PPC Pipeline ROAS (Return on Ad Spend), all while achieving rapid SEO keyword ranking improvements in the first three months of the engagement.

PPC and SEO: A Dynamic Duo

Before we dive into the results, below is a brief outline of the core strengths of PPC and SEO:
  • PPC (Pay-Per-Click): PPC campaigns allow you to reach a targeted audience through paid advertising. PPC offers immediate visibility and control over your ad spend, as well as highly measurable return on investment metrics.
  • SEO (Search Engine Optimization): SEO is the practice of optimizing your website to rank higher in organic search results for relevant keywords. It's a long-term strategy that builds trust and credibility, but by outlining top priority optimizations you can see results much faster, as outlined below.

Case Study: The Power of PPC & SEO Integration

This client operates in the niche industry of commercial real estate (CRE) technology and has struggled in the past with getting relevant website traffic and qualified leads. As our teams got together, we decided to leverage both PPC and SEO to maximize their digital marketing impact. Here's how we worked with them to improve both:

Holistic Digital Marketing Strategy

By focusing PPC on top performing revenue-driving  product and brand terms as soon as possible (by implementing keyword level revenue tracking at launch), and directing SEO to rank for search terms throughout the buying funnel, we were able to have a cross-product impact overall while maximizing pipeline revenue and ROAS (Return on Ad Spend) for the PPC campaigns.

Keyword Alignment

The first step was to align PPC and SEO efforts around specific keywords. By utilizing relevant target keywords in both campaigns, we ensured a cohesive online presence. Additionally, being selective in what terms the client wanted to pay for (PPC) vs. ranking organically for (SEO) allowed us to maximize our PPC budget on more specific keywords.

Data Sharing

Integration of PPC and SEO performance data was crucial. Reviewing insights from PPC and SEO campaigns and finding strengths across each allowed for agile adjustments and optimizations in Google Ads for PPC and on the website content for SEO.

Remarkable PPC & SEO Performance Results

The integration of PPC and SEO efforts yielded remarkable initial results for our client (from the start of the engagement in May 2023 through July 2023).

Scaled PPC Pipeline Revenue

The monthly revenue generated from PPC campaigns increased by a staggering 149% as we implemented and refined our keyword strategy and used a revenue-focused optimization approach to maximize spend on top performing terms.

3X Increase in PPC Pipeline ROAS

By focusing PPC efforts on top products and top product/brand terms, the Pipeline Return on Ad Spend (ROAS) more than tripled - from 234% in May 2023 to an impressive 763% in July 2023.

Rapid SEO Keyword Ranking Improvements

The SEO team saw rapid improvements in keyword rankings, thanks to foundational technical optimizations, strategic edits to existing content, and meta content improvements to include relevant target keywords. There was a 25% lift in the number of target keywords ranking on page 1 (May 2023 to July 2023). In the 2nd and 3rd months of the engagement, there were improvements in terms which had not previously been ranking moving all the way up to page 1, as well as additional wins of terms moving from pages 2 to 1, or pages 4 to 2, etc.

Unleash the Synergy of PPC and SEO

This is just one example of how PPC and SEO, when strategically integrated, can produce extraordinary results. Through such strategies as aligning keywords, sharing data, and utilizing a holistic marketing strategy, we can partner with your business to achieve results like the above. In today's competitive digital landscape, the power of PPC and SEO working in tandem can give your business the edge it needs to thrive. Don't view them as separate entities; instead, see them as partners in your efforts for online success. When combined effectively, the results can be truly transformative. So, are you ready to unleash the synergy between PPC and SEO for your business? Contact us to discover your business’ potential for growth now with Unfair Advantage! Want to learn more? Read about how Unfair Advantage used paid media to help a B2B manufacturer in the energy industry increase their leads by 11.8K%, how we increased online orders 84% for a B2C in automotive aftermarket accessories, and how we used content marketing to increase our B2B client’s organic traffic 43% QoQ.

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