SEO and PPC: Two Powerful Marketing Tools That Work Best Together

If you want your brand to be successful, it’s important that you build marketing campaigns that use the right tools to help you achieve your target marketing goals. Two of the marketing tools you should consider are search engine optimization (SEO) and pay-per-click (PPC).

Individually, SEO and PPC have different roles and contribute differently to every marketing campaign. While SEO focuses on keywords and search engine rankings, PPC is paid ads that help you gain online traction. But have you ever wondered what combining these two marketing tools can do for your digital marketing campaigns?

In this article, we’ll take a look at how SEO and PPC work together and examine different methods you could use to combine these two. If you’re ready, grab a pen and paper, and let’s get started!

What are SEO and PPC?

Before combining SEO and PPC practices, you first need to understand these tools individually to learn how you can maximize their functions for your digital marketing campaigns. 

  • Search engine optimization or SEO

SEO is a marketing process that helps improve your business’s website ranking in search engines through targeted keywords and phrases. With a proper SEO strategy, you’ll effectively enhance the quality and quantity of your website’s unpaid traffic and search engine rankings. 

For example, if you want to improve your online ranking on “roofing services”, you’ll want to write rich and compelling product descriptions and content that contain phrases and titles that include roofing related keywords. This will help potential leads find you when they search for these keywords on search engines.

  • Pay-per-click or PPC

PPC is the paid advertising you find on the top or on the side of search engines, such as Google, Bing, and Yahoo! The reason it’s called PPC is that companies only pay for these ads when a customer clicks it; otherwise, they don’t pay anything at all. 

Although this is an affordable way to gain new customers, PPC also uses keywords, and you should know that the cost to use some keywords will vary. This is why some keywords may be affordable, while others may be more expensive per clicks. 

Do SEO and PPC have an individual effect on each other?

Business owners will often ask digital marketers if their PPC ads will affect their website’s SEO or vice versa, and the answer is no. Your PPC ads won’t affect your website’s online ranking, and your online ranking won’t affect your ads.

Because of this, there are ways to combine the functions of SEO and PPC to make your overall marketing strategy even better. 

How do SEO and PPC improve your website?

1. Improves search engine presence

Improving your website’s SEO alone will already give you a better chance at ranking on the first page of search engines, but if you purchase PPC for the same keywords, with a high bid, your ads will also appear at the top of search engine results, dominating search engine results and having better chances of getting valuable clicks.

2. PPC recovers missed search engine clicks

When you use PPC, you can recover clicks and potential customers’ interest that you might’ve missed with your SEO strategy. With PPC, you’ll be able to draw more traffic to specific products and services for an affordable price. 

3. PPC helps you test new SEO keywords

Although effective, SEO can take so much time and research before it becomes successful. To save more time and to get guaranteed results from your chosen keywords, you can use PPC to test the viability of your chosen SEO keywords. 

4. PPC and SEO provides you more data for better decision-making

Other benefits you get from combining PPC and SEO practices are the analytics and metrics you get from their campaigns. With these two, you’ll get large data to help you make the necessary changes and improvements for your business in the online market. 


SEO and PPC are indeed two powerful marketing tools that you can use to improve your website’s online performance. By partnering with a reputable SEO company and developing better SEO and PPC campaigns, you’ll reach your marketing goals and improve your online presence in no time!

Are you looking for SEO services in Greenwood? Magnitude Marketing is a full-service digital marketing agency in Greenwood, Indiana. We are a team of expert digital marketers that provide digital marketing and SEO services to help hit our clients’ goals. Book a consultation today!