hooah. advertising, marketing & technology

hooah. advertising, marketing & technology

What’s SEO/PPC Connection?

Oct 28

Written by: Jorge Suria
10/28/2008 1:33 PM 

Someone asked me the other day if a website’s organic search engine ranking will affect its PPC campaigns.

Yep, it sure does. And it has to do with how PPC campaigns are ranked.

The better your organic search ranking is, the better your PPC ads will run. (Yet another reason to optimize your site for organic search ASAP.) But how, exactly, is this organized?

Pay-per-click (PPC) ads are ranked on web pages according to three criteria: the bid price, the click-through rates, and the QUALITY score–based on the relevance between the keyword, the landing page, and the overall ad copy.

Better quality score = better placement. Ergo that, what’s my next move?


Make sure your ads are linked to relevant, well-optimized pages.

1) Identify a profitable keyword. This means good traffic, minimal competition, and a healthy place in the buying cycle (i.e. steady pattern.)

2) Focus on your word. Build a landing page that is all about consistency and zeroing in it.Keep your landing page within the “theme” of your site, and link it logically to your site. Use non-competative backlinks to your site, and anchor them with text that matches your selected keywords.

3) Make an Adgroup to match your keyword. This group will contain the specific keywords you’re bidding on, along with some broader phrases.

Fantastic! Now you’ve got a laser-targeted landing page, optimized to rank in a brilliant organic position. You’ve also got the tie-in to your website ad copy, which is going to get a terrific quality score because it focuses on your keywords and links to your optimized landing page.

This how SEO and PPC are linked: Merely running ads will have no affect on your organic listing, but organically optimizing your site will give your PPC ads a higher quality score. Ads with a high quality score will find higher placements and bring in more qualified customers to your business.

For more of our expert advice, or to kick your website up in the search engines, contact our team at Hooah today.

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