Performance Marketing

The 7 Ways to Unlock PPC Power with SEO

Unlock the full potential of your digital marketing strategy by learning how SEO can amplify your PPC campaigns in 7 powerful ways

BY: Angie Bergmann

PUBLISHED: 6/3/2024

In this day and age, it is critical to run both SEO (Search Engine Optimization) and PPC (Pay-Per-Click) campaigns in tandem to create a powerful SEM (Search Engine Marketing) experience. While SEO focuses on your long-term organic visibility, PPC focuses on instant results. Owning both spots within the SERPs (Search Engine Results Page) is critical for brand recognition and trust. In this article, we’ll highlight 7 ways in which SEO can enhance your PPC campaign. 

1. Improved Quality Score: Quality Score is a metric that evaluates the relevance and quality of your ad and landing pages when users search for keywords. SEO can improve Quality Scores by improving the relevance of landing pages, optimizing keyword targeting, and ensuring a great user experience. 

2. Enhanced Keyword Insights: SEO provides insight into user intent and keyword performance. Analyzing organic search data can identify high-performing keywords that resonate with users. Using these insights within your PPC campaign allows you to refine your keyword targeting, ad copy, and align messaging with user expectations for the page. 

3. Content Optimization for Landing Pages: Engaging content is essential for both SEO and PPC. Optimizing landing pages for improved keyword relevancy and user intent improves both organic search rankings as well as the effectiveness of PPC ads.

4. Enhanced Ad Relevance: In PPC, ad relevance is a key factor to campaign success. Aligning ad copy with targeted keywords and landing pages is crucial for user experience and engagement. SEO insights can help craft landing pages that resonate with ad copy to match user expectations for search queries. 

5. Expanded Brand Visibility: Combining SEO and PPC to have visibility in both places on the SERPs increases your overall brand awareness via improved visibility and trust. 

6. Data Synergy and Optimization: Holistically looking at both your PPC and SEO data under an SEM umbrella helps identify trends, optimization strategies, and uncover new opportunities.
7. Maximized Click Share: By targeting both organic and paid placements on the SERPs for high-value keywords, you increase your overall visibility and capture more clicks from users. 




1. What specific tools or software can be used to analyze and optimize both SEO and PPC data under an SEM strategy?


There are a number of tools or software platforms that can be used to leverage data synergy between SEO and PPC. One such tool is seoClarity, which allows users to view SEO data alongside PPC metrics like spend, CPC, impressions, and search volume, to provide keyword insights. SEMRush is another platform which specializes in keyword research, search engine optimization, content marketing, and backlink analysis, and offers tools for integrating PPC data for a comprehensive view of your marketing efforts. Additionally, Optmyzr is a PPC management software that provides detailed insights and optimization capabilities, making it an option for marketers who need to manage and analyze both SEO and PPC campaigns.


2. How can businesses effectively measure the ROI of their integrated SEM campaigns compared to running SEO and PPC separately?


Businesses can effectively measure the ROI of their integrated SEM campaigns by using comprehensive analytics tools like Google Analytics or SEMRush to track performance metrics such as conversion rates, cost-per-acquisition (CPA), and overall revenue. By comparing these metrics against benchmarks from separate SEO and PPC efforts, businesses can quantify the financial impact and efficiency of their integrated strategies.


3. What specific metrics should be tracked to measure the success of an integrated SEM campaign?


To measure the success of an integrated SEM campaign, businesses should track metrics such as Quality Score improvements, click-through rates (CTR), conversion rates, cost-per-acquisition (CPA), and overall revenue generated. These metrics provide insight into the effectiveness of both SEO and PPC efforts and how they impact each other.


By running SEO and PPC campaign strategies in tandem, you can improve ad performance, visibility, and drive meaningful clicks that lead to conversions from targeted users. Contact MERGE today to discuss running an integrated SEM campaign to drive meaningful conversions from the SERPs.