How You Can Use PPC to Improve Your SEO and Ad Campaigns

Many digital marketers believe that search engine optimization (SEO) and pay-per-click (PPC) advertising are opposites. However, they are two sides of the same coin.

The end goal of both strategies is to optimize for search engines and generate traffic; the difference is in the method. SEO aims to generate organic traffic and leads, whereas PPC employs paid strategies to achieve top rankings on search engine results pages (SERPs).

On the other hand, PPC works well in driving paid traffic to your landing page, making it simple to obtain a high click-through rate (CTR) if your website isn’t optimized or convertible enough.

Here’s how you can use both strategies simultaneously to boost your SEO with the help of PPC:

Don’t Forget Your Content

The quality of your pages’ content ultimately drives customers closer to or away from your company. Many businesses lose potential customers in both paid and organic traffic because the content is not significant or optimized well enough to meet the reader’s interests.

Cross-Sharing Certain Keywords

Keywords are essential components of both SEO and PPC strategies. While it’s not always best to simply copy and paste the same keywords for both, analyzing how specific keywords perform for each is recommended and optimizing accordingly.

Suppose a specific keyword is performing exceptionally well in your PPC ads. In that case, it is worth investigating how this keyword might fit into your meta descriptions, titles, or other aspects of your onsite SEO. PPC management experts know that targeting and ranking well for a few keywords is preferable to spreading out and receiving little value from either.

Look Into Your Competitor’s Campaigns

Examine your competitors’ ads and keywords to expand your SEO keyword list. When you create content, you drive traffic to your website and potentially convert leads into customers. As a result, it’s critical to examine the keywords associated with your competitors’ ads.

Use High-Click-through Rate Keywords

As you may be aware, the PPC click-through rate indicates the number of clicks received by your PPC ads. Its formula is the total number of clicks divided by the total number of impressions (percentage of people who saw your ad). It is used to determine how many people clicked on your ad and found it relevant and helpful—naturally, the higher your CTR, the better.

You can spend a lot of money on PPC and still get low conversions. This can happen if you select high-cost-per-click (CPC) keywords searched by people who will never become customers. As a result, you can optimize your top-of-funnel content with high-cost keywords to convert leads into customers.

Making Use of Detailed Targeting

PPC gives you the ability to choose who your ads specifically target, which organic SEO does not. You don’t know what target audiences you’re attracting with SEO until you analyze metrics. Even in this case, you cannot control who visits your pages.

On the other hand, PPC allows you to filter anything from age to location, which immediately aids in attracting leads from your target audience. Because of this, PPC is effective for short-term traffic generation and can generate leads and conversions within hours of campaign launch if done correctly.


PPC can be a very effective way to drive traffic to your website and generate leads, but it takes careful planning and execution to be successful. This article ran through some crucial tips on the proper use of keywords and targeting.

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