slippynipple's picture

Coordinating SEO and Pay-per-click Advertising Strategies


While the goals of SEO and pay-per-click advertising are essentially the same: get visitors to come to your site and convert them to either customers, registrants, or achieve other goals in your site, there is some level of coordination between your landing pages and the advertisements you place on Google. By improving the relevance of your landing pages to the message in your advertising, you will be rewarded with a higher 'quality score', which results in lower costs per click and higher conversion ratios.


J-SiN's picture

Even though the Google quality score has been revised in terms of how it applies to Adwords, it is still good marketing practice to match the landing page with the referring advertising. This keeps the visitor engaged by using similar language.

plumppopotamus's picture

Go for SEO: much better and more sustainable in terms of an investment.

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