If you’re an SEO, it’s easy to discount the role of PPC in overall online marketing strategy. When most other types of online marketing succeed, they improve search engine optimization: content increases backlinks, usability increases conversion rate and makes our search traffic more profitable, and social media and email marketing both increase user engagement. But if PPC succeeds, you had to pay Google to send visitors to your site, which feels like an SEO failure.
After working for months to secure a top spot on a search engine results page and losing the click to the PPC team’s ad they wrote and targeted in under an hour, SEOs can feel like the straight-laced athletes losing the race to the herculean competitor that we know is doping. “They might be winning now,” we think jealously, “but SEO is long term. SEO will win in the end.”
And that’s true, to an extent. SEO is long term: you’re never going to get immediate results. With PPC, you absolutely can. But that’s what makes them great together: they have opposing strengths and can fill in for each other.