When it comes to digital marketing, Managed Service Providers (MSPs) may find themselves struggling to balance two crucial strategies: pay-per-click (PPC) and search engine optimization (SEO). While these strategies may seem to be at odds, the truth is that they can work together to improve your online visibility and drive more leads and sales.
The main areas of friction between PPC and SEO usually involve reporting, landing pages, and budget. But rather than allowing these areas to create silos of communication between teams, finding ways to bridge the gap and collaborate is important. Here are five tactics to help MSPs coordinate their PPC and SEO efforts.
Tip 1: Collaborate on First-Party Data Readiness
All digital marketing campaigns require first-party data, and both your SEO and PPC teams must be on the same page regarding compliance. If you rely heavily on remarketing campaigns, you may become increasingly reliant on native audiences. While some of these audiences can be powerful, most underperform against audiences based on brand-tracked activity.
Analytics audience segments can be a powerful way around fluctuating quality, and these segments still require consent and the new global site tag. Ensure your title is updated to GA4 and follows cumulative layout shift (CLS) rules. Protect first-party data collected (either hashed and synced through tools or immediately deleted once it’s been uploaded into ad accounts) and collaborate with your SEO team’s content campaigns to ensure there are engaging hooks to create consensual conversations.
Tip 2: Acknowledge and Adapt Based on Domain Structure Choices
PPC-specific pages need to be noindex/nofollow and allow for the abbot to access them so they can contribute to quality scores. Depending on your chosen domain structure, it’s essential to communicate with your SEO and PPC teams to ensure they can benefit from the system. For example, if you’re using the same landing page for PPC and organic traffic, ensure any redirects are communicated at least three to five days before they happen. Conveying inventory is also really important for both PPC and SEO.
Tip 3: Bring Transactional Intent & CRO to All Pages
While it’s true that PPC pages lean towards less content, there still must be options to understand the product/service. This content (written or in video format) should be below the fold, keeping the path to conversion clear. Similarly, SEO requires rich and authoritative content to rank well. Yet if the path to transformation is buried (or not there at all), the traffic will be all fluff.
Tip 4: Use Search Query Reports to Inform Campaigns
One of the best ways to get PPC and SEO working together is by sharing data on search queries. Sharing this data, along with what’s converting and what’s not, will help content teams know where to invest. Yet an easily missed opportunity is sharing the search terms from the in-site search and search console. Understanding what existing customers want and how they think will help prioritize keyword variants.
Tip 5: Build in Time to Talk to Each Other
Whether it’s a 10-15 minute, connect at the beginning of the week or a monthly collaboration session, taking the time to connect on the innovations and challenges in each domain will ensure the other can be prepared to mitigate or enhance. Showing commitment to the brand’s success and a collaborative attitude will go miles for client retention and provide your great work isn’t accidentally countered.
MSPs can benefit significantly by coordinating their PPC and SEO strategies. With these five tactics, MSPs can bridge the gap between PPC and SEO and create a more cohesive marketing approach. By overcoming the friction through collaboration, MSPs can amplify profit and create a more robust digital presence.
It’s important to note that these five tactics are not one-size-fits-all. Every MSP has its own unique needs, and the key to success is to stay flexible and open to changes that may be necessary.
If you implement these five tactics, you’ll be well on your way to a more effective PPC and SEO strategy that generates the leads and conversions you need to grow your business. By collaborating with your SEO and PPC teams, optimizing your landing pages and data, and using data to inform your campaigns, you can take full advantage of both strategies and reach your full potential.
To Wrap it Up
MSPs need to recognize that PPC and SEO are not enemies but complementary strategies that can boost online visibility, generate leads, and drive sales. Using these five tactics to bridge the gap between PPC and SEO, you can build a more robust digital presence and achieve your marketing goals. So start collaborating, optimizing, and using data to your advantage, and watch your business thrive in the digital world.
