Search engine optimization (SEO) and pay-per-click (PPC) advertising may seem completely different as one is free organic traffic and the other is paid traffic, but there are several ways that SEO can improve your PPC campaign’s ROI. If you don’t put any effort into SEO, it’ll hinder your campaign’s performance and increase ad costs. See how SEO affects PPC advertising and why they should work together in your business.

Benefits of SEO for PPC Advertising

While there are certainly differences between SEO and PPC, it’s important to remember that they both fall under the umbrella of search engine marketing (SEM) which means they influence each other to a certain extent. Here are several notable benefits of SEO for improving PPC advertising so you can have an effective strategy.

Gain Greater Visibility in Search Engine Results

When you have top-ranking positions for both organic search results and PPC ads, your website will have greater visibility on Google’s search results page, which leads to higher click-through rates. This is particularly important for mobile search because ad space is smaller. For example, a typical Google search on a smartphone shows four PPC ads – two at the top and two at the bottom of the results page. However, ten organic results (including the ‘local packs’ section) are displayed on the results page. Those four ad positions have become even more competitive!

Raise the Quality Score of PPC Ads

Google Ads uses ‘Quality Score’ which is an estimate of the quality of your ads, keywords, and landing pages. Other PPC networks have similar concepts. For instance, Facebook Ads uses ‘Relevance Score’ which operates under the same principles. When your ads and landing pages are deemed relevant to users, your Quality Scores go up which means higher ad positions. Optimizing your landing pages for related keywords and improving user experience is crucial for increasing Quality Scores. 

Lower PPC Ad Costs

Higher Quality Scores not only lead to better ad positions, but they can also lower your cost-per-click (CPC). Optimized landing pages that closely relate to your PPC keywords and ads will be considered more relevant and higher quality than if the pages are unrelated or too general. In essence, having a landing page that performs well in organic search will enhance your PPC’s effectiveness and lower ad costs, generating a higher ROI.   

Discover High Converting Keywords 

Keyword research is critical for SEO and PPC. Without it, you wouldn’t know which keywords to optimize your website for or which keywords to include in your PPC campaigns. By linking Google Ads and Google Analytics, you can discover keywords that have high conversion rates and add them to your PPC campaigns as well as optimize your website for those keywords. 

SEO and PPC Should Work Together

Approaching SEO and PPC as unrelated will hold back the full potential of your search engine marketing. That’s why they should work together so you can see better results like reducing ad costs and increasing clickthrough rates. In addition to learning about how SEO and PPC influence each other, one of the most effective ways to improve your digital marketing is by using accurate, innovative, and responsive solutions.


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