While many businesses struggle with where to dedicate their digital marketing dollars, few consider the sensible option to work with both organic search engine optimization and pay-per-click advertising. SEO attracts top-funnel consumer targets while PPC gets the ones that are ready to buy.

From a data standpoint, working with both PPC and SEO can help you choose how to structure your marketing campaigns according to prime keyword and geographic targets. Since PPC and SEO generate results on different timelines, using the two in tandem can help you keep in step with evolving customer dynamics.

Discover High-Performing Keywords

One of the major benefits of using both SEO and PPC is tracking keywords that generate a high click-through-rate. You may want to test out your keywords on your paid advertising, as the response is more immediate than SEO. It takes organic search weeks to develop, while paid ads are in front of customers much more quickly.

Using pay-per-click you can see what keywords give you the best results and integrate those into your SEO. You can save some cash if the keywords are expensive on PPC; you can optimize your pages for these same terms. In addition, PPC is a good place to test terms before committing to using them in your SEO.

The analytics you receive from organic search let you know not only what search terms generate hits, but the stickiness of those visits. You can tell what terms keep people interested long enough to take action and focus on those terms for your PPC campaign. As a side note, you can test your most effective marketing copy from your paid ad campaigns and duplicate that copy on your website.

Increase Hits on Paid and Organic Results

There may be a perception that internet users are averse to advertisements. On Google results pages, these are right at the top and clearly marked as paid placements. However, data demonstrates that when paid and organic digital marketing work together, engagement increases on both types of links.

A study by Moz found that on search engine result pages that showed both paid ads and organic listings generated by SEO, click-through-rate increased by seven percent for the entire page and one percent for the ad alone. Ad placement when combined with SEO, therefore, may reinforce brand awareness and trustworthiness with users.

Another study, by SEER Interactive, found an even more dramatic increase in conversion when ads and organic listings are used together, with a staggering 50 percent increase in overall engagement when both kinds of results appear on the page. Once you identify your strongest keywords, it should increase your CTR to invest in both SEO and PPC.

Remarketing to Your Interested Consumers

You have probably had the experience of seeing ads from a company whose website you’ve just visited the pop up on your social media feeds. This kind of advertising is intended to grab consumers further along down the marketing funnel who have found the website through organic search but left before buying.

This remarketing effort — ads targeted toward customers who already know you — is one of the most effective uses of PPC advertising. Used in conjunction with SEO, you can get a large pool of potential customers to your website and invite back those who may still want to make a purchase.

You can create very specific paid advertisements for these users, who may have lingered a little bit longer on a certain product page but never clicked “Add to Cart.” By reminding them what’s there there’s a good chance they will come back, and when paired with organic search results, they will continue to trust your brand.

An overall digital marketing strategy depends on your existing online efforts and your advertising objectives. With a concentrated campaign, you can discover what works and what doesn’t.