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Digital Marketing 101: 5 Ways How SEO Affects PPC Advertising

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Digital marketing has become a critical component of modern businesses, with companies now recognising the importance of online presence. In today’s digital landscape, businesses must have a robust online marketing strategy to remain competitive. Digital marketing encompasses various channels, which are vital for positive results.

SEO and PPC advertising are two critical components of digital marketing. SEO involves organically optimising your website and content to rank higher in search engine results pages (SERPs). On the other hand, PPC advertising involves paying for ad space on search engine results on pages or other websites. While SEO and PPC advertising operates differently, they have the same goal of generating leads and increasing website traffic, which few people know about.

For this reason, we will discuss the different ways how SEO influences PPC advertising, including:

#1 – Improved Conversion Rates

SEO and PPC advertising work together to improve conversion rates. SEO helps businesses identify and target the right keywords, ensuring their website ranks higher in SERPs when potential customers search for them. PPC advertising complements SEO by targeting those keywords with paid ads, increasing the business’s visibility in SERPs.

When potential customers see organic and paid listings in SERPs, it increases the business’s credibility and trustworthiness, leading to higher conversion rates. Research has shown that companies combining SEO and PPC advertising have a 25% higher click-through rate than those using only one strategy.

#2 – Establishes a Remarketing Audience

SEO and PPC advertising can be used together to establish a remarketing audience. Remarketing involves targeting potential customers who have visited your website but have yet to convert. Using cookies, businesses can track these visitors and show targeted ads on other websites.

SEO and PPC advertising work together to establish a larger remarketing audience. SEO helps increase website traffic, while PPC advertising targets those visitors with ads, increasing the chances of conversion. By combining both strategies, businesses can create a robust remarketing campaign that targets potential customers who are already interested in their products or services.

#3 – Reduces the Cost per Click

SEO can help reduce the cost per click in PPC advertising. PPC advertising involves bidding for ad space on SERPs or other websites, so the higher the bid, the likelier your ad will be displayed. However, businesses can reduce their bid price by improving their quality score.

A quality score is a rating from search engines based on the relevance and quality of your landing page, ad, and keywords. SEO can help improve your quality score by ensuring your landing page and content are relevant to your ad and target keywords. Improving your quality score can reduce your bid price and save money on PPC advertising.

#4 – SEO-Driven Content Marketing Generates PPC Leads

SEO-driven content marketing can generate PPC leads. Content marketing involves creating valuable and relevant content that attracts and engages potential customers. SEO helps businesses identify the right keywords to target with their content, ensuring that it ranks higher in SERPs. Meanwhile, PPC advertising complements content marketing by targeting those keywords with ads, increasing the content’s visibility and generating leads.

Let’s say your business is a law firm specialising in personal injury cases. By creating high-quality blog posts and articles covering topics related to personal injury law, you can attract potential clients searching for information about their legal options. Optimising your content for relevant keywords can increase the likelihood that these potential clients will find your website through organic search.

At the same time, you can use PPC advertising to target these keywords with ads promoting your law firm’s services. Combining SEO-driven content marketing with targeted PPC ads can maximise your visibility and generate more leads for your business. This leads to more clients, higher revenue, and tremendous success in the competitive legal industry.

#5 – Provides Higher Lifetime Value

SEO and PPC advertising can provide higher lifetime value for customers. Lifetime value refers to the total revenue a customer generates throughout their relationship with a business. SEO helps companies to attract and retain high-quality customers, while PPC advertising targets those customers with ads.

For example, if a customer finds a business through SEO and makes a purchase, they may continue to make purchases from that business. Additionally, if the company targets that customer with PPC ads, they may be more likely to make additional purchases. By combining SEO and PPC advertising, businesses can generate more revenue over time.


SEO and PPC are two different digital marketing strategies, but they can work wonders to increase the effectiveness of a business’s marketing efforts. However, this also means working within the limitations and parameters of each strategy to optimise its potential. This way, your business can benefit from the strengths of both SEO and PPC to attract and retain high-quality customers and generate more revenue.

Creativus-Design provides top-quality SEO services in Sydney. We understand the needs of businesses, so we develop comprehensive solutions to ensure you get ahead of the competition. Call us today at 02 9188 4953 and allow us to build your strategy!