To generate revenue as quickly as possible, some eCommerce store owners begin their online marketing efforts focused on PPC advertising. Following their success in that channel, they use the revenue they’ve generated to support their SEO campaign, which entails a much longer term commitment. That scenario sets the stage for this article.
So, you’ve mastered the craft of pay-per-click (PPC) advertising. You’ve established solid campaigns for your top performing categories and products on your eCommerce site, and you’ve focused in on relevant ad groups. You know your top converting keywords that yield the best bang for your buck, and you have compelling ad copy that entices viewers to click on your ad, driving converting traffic to your website.
You’re satisfied with your current PPC strategy, and you’re ready to take the next step . . . but you’re just not sure what that direction should be. Do you try email marketing? Start an affiliate program? There are a number of other online marketing channels that eCommerce site owners can become involved in.
After your success in the PPC arena, one of the natural next steps is a search engine optimization (SEO) campaign. Although the ramp-up time for SEO generally takes longer than it does to draw website traffic from your PPC ads, there’s a lot of opportunity for symmetry between those two marketing channels. Why? Because the lessons learned from your PPC efforts can become a great guide for your new SEO campaign.
Let’s explore how. . . .
Because search engine optimization can help bring qualified traffic to your site through keyword-focused content pages, one of the primary focuses of an SEO campaign is effective content writing. For eCommerce store owners who are diving into SEO for the first time, it may be difficult to know where to begin when it comes to selecting the appropriate keywords to focus on.
One of the best places to start is your existing PPC campaigns. After running a keywords report for your Google AdWords account, start honing in on your choices: Which keywords are your highest converters and lowest spenders? Which keywords are attributing to your overall low cost per acquisition, or CPA? Are they general keywords, or are they branded? Are they product specific or model specific? Take into account your best-of-the-best keywords and begin your SEO campaign from there. Then, you can brainstorm about content pages that are centered around those keywords.
Are your PPC ads running throughout the Google Content Network? Google’s network reaches more than 80% of online users, and it’s ranked as the #1 ad network. Currently, many advertisers are moving beyond the traditional text ads and opting for Google’s Display Ad Builder to place image-based ads across the content network. Your marketing efforts through this channel can help you identify popular sites and top-ranking forums whose users are responding to your ads.
After you check out which sites and forums your ads have been converting on, you can write content pages geared toward the audience that frequents those venues. For example: If you’re a clothing store that offers summer beach apparel, are you finding PPC content network traffic through popular water sports blogs that focus on sailing or windsurfing? Are you getting the most hits from hiking or kayaking?
It’s important that your content appeals to your targeted audience. Mention how great your lightweight clothing is for days spent on the water—or time spent enjoying other outdoor activities. Showcase the fact that your line of clothing is both breathable and comfortable no matter what type of outdoor activity people are involved in. Create content that entices your audience to shop your brand and explore your collection.
By using the information you’ve gleaned from your exposure on the content network, you can develop website content that targets your audience more effectively and potentially taps into markets that you didn’t even think existed for your business. That’s what online marketing is all about: creating meaningful—and lucrative—connections across all of your efforts.
Just as your pay-per-click success can help you master the craft of search engine optimization, you might find that your social presence on Facebook or Twitter helps you generate ideas for a record-breaking email marketing campaign. You never know where your next winning effort will come from . . . so don’t stop looking.
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