{"id":9042,"date":"2020-01-28T09:25:27","date_gmt":"2020-01-28T07:25:27","guid":{"rendered":"https:\/\/www.antartika.it\/news\/seo-ppc-pay-click-insieme-meglio\/"},"modified":"2020-01-28T15:51:00","modified_gmt":"2020-01-28T13:51:00","slug":"seo-ppc-pay-per-click-better-together","status":"publish","type":"post","link":"https:\/\/www.antartika.it\/en\/web-marketing\/seo-ppc-pay-per-click-better-together\/","title":{"rendered":"SEO and PPC (Pay Per Click): Better Together"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">\u201c<em>Should I invest in SEO or Pay Per Click campaigns?<\/em>\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This is one of the questions our clients ask us most frequently, thinking that these are two independent activities incapable of reinforcing each other.<br>Yet <strong>SEO and PPC bring the greatest benefits when carried out together.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Clearly, each of them has its own specificities and may be more suitable for achieving certain objectives.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/www.antartika.it\/en\/search-engine-marketing\/seo\/\" data-type=\"page\" data-id=\"175\">SEO (Search Engine Optimization)<\/a> is a set of techniques aimed at improving a website&#8217;s search engine ranking. Its benefits are mainly seen in the long term, but its effects are more lasting.<\/li>\n\n\n\n<li>On the other hand, <a href=\"https:\/\/www.antartika.it\/en\/ppc-campaign-management\/\" data-type=\"page\" data-id=\"181\">PPC Campaigns<\/a> are not based on organic results but on paid ads. This means that Pay Per Click activity can yield immediate results but only during the campaign period.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">The best choice is certainly to plan a <strong>multi-channel strategy,<\/strong> creating a winning <strong>synergy between SEO and PPC<\/strong> in order not to rely solely on traffic from a single channel.<br>SEO optimization of a website can actually improve campaign performance. Similarly, PPC activity can benefit SEO efforts, even though it doesn&#8217;t directly affect the organic ranking of the site.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Let&#8217;s see how we can best leverage the integration of these two channels.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">1. Greater Visibility in SERPs<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Why limit yourself to occupying just one spot in search results? <\/strong>Working on the same keywords for both SEO and Pay Per Click campaigns is the only way to conquer as much space as possible on the results page.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Imagine, for example, the benefits of appearing with your brand not only in the first position among organic results but also with a text ad and a Shopping ad simultaneously. <strong>Greater visibility in search results will enhance your brand&#8217;s credibility in the eyes of the user.<\/strong><\/p>\n\n\n<style>\n:root{\n    --primary:      #008B95;\n    --secondary:    #363534;\n    --grey:         #F9F9F9;\n    --gr-dark:      #B6B6B5;\n    --anta-grey:    #6D6C6B;\n}\n\n\n\n\/************   Cf7 **************************+*\/\n.blocco-newsletter-articoli-blog.sfondo-a-righe {\n    background-image: linear-gradient(135deg,#e9e9e9 10%,#fff 10%,#fff 50%,#e9e9e9 50%,#e9e9e9 60%,#fff 60%,#fff 100%);\n    background-size: 7.07px 7.07px;\n    border: 1px solid #e9e9e9;\n}\n\n.blocco-newsletter-articoli-blog .titolo-cta {\n    font-family: var(--font-fam-body);\n    color: var(--bs-primary);\n}\n\n.blocco-newsletter-articoli-blog form p.h4 {\n    display: none;\n}\n\n.blocco-newsletter-articoli-blog form .row  {\n    margin-top: 1.5rem;\n}\n\n.blocco-newsletter-articoli-blog .wpcf7 input[type=\"email\"]{\n    margin-bottom: 0;\n    margin-top:0;\n\n}\n.blocco-newsletter-articoli-blog .wpcf7 label {\n    margin-top: 0;\n}\n.blocco-newsletter-articoli-blog .wpcf7 p.h4{\n    color:var(--anta-grey);\n}\n\n.blocco-newsletter-articoli-blog form [type=checkbox]+.wpcf7-list-item-label::before {\n    background-color: white;\n}\n\n.blocco-newsletter-articoli-blog .wpcf7 input[type=\"email\"] {\n    background-color: white !important;\n    font-size: calc(var(--fsz-p) * 1.15);\n    \/* content: 'per 1.15 mantiene fluidit\u00e0 e arriva a 24px che \u00e8 il risultato desiderato su desktop'; *\/\n}\n.blocco-newsletter-articoli-blog .wpcf7 input[type=\"email\"]:autofill,\n.blocco-newsletter-articoli-blog .wpcf7 input[type=\"email\"]:-webkit-autofill {\n    background-color: white !important;\n    box-shadow: 0 0 0 40px white inset!important;\n}\n\n.blocco-newsletter-articoli-blog .wpcf7 .wpcf7-submit {\n    background-color: white;\n}\n.blocco-newsletter-articoli-blog .wpcf7 input[type=\"email\"]::placeholder{\n    color:var(--gr-dark);\n    font-weight: 300;\n    font-size: var(--fsz-h5);\n    padding-left: 0.5rem;\n}\n.blocco-newsletter-articoli-blog .wpcf7 .wpcf7-spinner{\n    position: absolute;\n    bottom: 5rem;\n    right: 3rem;\n}\n\n.blocco-newsletter-articoli-blog .wpcf7 .wpcf7-submit:hover{\n    border: 2px solid var(--primary);\n    background-color: var(--primary);\n    color: white;\n}\n.blocco-newsletter-articoli-blog .wpcf7 .wpcf7-submit:disabled{\n    opacity: 1;\n}\n.blocco-newsletter-articoli-blog .wpcf7 form.sent .wpcf7-response-output{\n    border-color: var(--primary);\n}\n@media screen and (max-width:575px){\n    .blocco-newsletter-articoli-blog .wpcf7 .wpcf7-submit{\n        position: absolute;\n        bottom: 0rem;\n    }\n}\n@media screen and (min-width:1400px){\n\n\n    .blocco-newsletter-articoli-blog .wpcf7 .wpcf7-acceptance label{\n        margin-top:0;\n    }\n}\n<\/style>\n\n\n<div  class=\"anta-block blocco-newsletter-articoli-blog sfondo-a-righe py-4 mt-5\">\n\n    <div class=\"container-fluid\">\n        <div class=\"row\">\n            <div class=\"col-12\">\n                <p class=\"h2 mb-3 mt-0 titolo-cta\"><span class=\"green\">Subscribe to our newsletter<\/span><\/p>\n            <\/div>\n        <\/div>\n\n        <div class=\"row align-items-start\">\n            <div class=\"col-12\">\n                <p class=\"p-lg\">And receive news, tips, and strategies to enhance your online presence.<\/p>\n            <\/div>\n\n            <div class=\"col-12 position-relative\">\n                \n<div class=\"wpcf7 no-js\" id=\"wpcf7-f12032-o1\" lang=\"en-US\" dir=\"ltr\" data-wpcf7-id=\"12032\">\n<div class=\"screen-reader-response\"><p role=\"status\" aria-live=\"polite\" aria-atomic=\"true\"><\/p> <ul><\/ul><\/div>\n<form action=\"\/en\/wp-json\/wp\/v2\/posts\/9042#wpcf7-f12032-o1\" method=\"post\" class=\"wpcf7-form init\" aria-label=\"Contact form\" novalidate=\"novalidate\" data-status=\"init\">\n<fieldset class=\"hidden-fields-container\"><input type=\"hidden\" name=\"_wpcf7\" value=\"12032\" \/><input type=\"hidden\" name=\"_wpcf7_version\" value=\"6.1.5\" \/><input type=\"hidden\" name=\"_wpcf7_locale\" value=\"en_US\" \/><input type=\"hidden\" name=\"_wpcf7_unit_tag\" value=\"wpcf7-f12032-o1\" \/><input type=\"hidden\" name=\"_wpcf7_container_post\" value=\"0\" \/><input type=\"hidden\" name=\"_wpcf7_posted_data_hash\" value=\"\" \/>\n<\/fieldset>\n<div class=\"wpcf7-turnstile cf-turnstile\" data-sitekey=\"0x4AAAAAADKz9X03-_9CBiDr\" data-response-field-name=\"_wpcf7_turnstile_response\"><\/div>\n\n<div class=\"row align-items-end\">\n<div class=\"col-sm-9 pe-sm-0\">\n<label for=\"your-email-blog\" class=\"mb-0\">\n<h4 class=\"h4\">Enter your email address:<\/h4>\n\n    <span class=\"wpcf7-form-control-wrap\" data-name=\"your-email-blog\"><input size=\"40\" maxlength=\"400\" class=\"wpcf7-form-control wpcf7-email wpcf7-validates-as-required wpcf7-text wpcf7-validates-as-email\" id=\"your-email-blog\" aria-required=\"true\" aria-invalid=\"false\" placeholder=\"yourmail@mail.ext\" value=\"\" type=\"email\" name=\"your-email-blog\" \/><\/span><\/label>\n<\/div>\n<div class=\"col-sm-3 ps-sm-0\">\n<input class=\"wpcf7-form-control wpcf7-submit has-spinner\" type=\"submit\" value=\"Send\" \/>\n<\/div>\n<div class=\"privacy d-flex mt-3\">\n <fieldset class=\"m-0 p-0 border-0\">\n      <legend class=\"visually-hidden\">Consenso al trattamento dei dati personali<\/legend>\n<span class=\"wpcf7-form-control-wrap\" data-name=\"acceptance-516\"><span class=\"wpcf7-form-control wpcf7-acceptance\"><span class=\"wpcf7-list-item\"><label><input type=\"checkbox\" name=\"acceptance-516\" value=\"1\" class=\"acceptance\" aria-invalid=\"false\" \/><span class=\"wpcf7-list-item-label\">I consent to the processing of my data in accordance with your <a href=\"https:\/\/www.iubenda.com\/privacy-policy\/82033330\" class=\"iubenda-nostyle no-brand iubenda-embed \" title=\"Privacy Policy\" target=\"_blank\" rel=\"noopener\">privacy policy<\/a><span class=\"ms-1\">*<\/span><\/span><\/label><\/span><\/span><\/span>\n  <legend class=\"visually-hidden\">Newsletter subscription<\/legend>\n<span class=\"wpcf7-form-control-wrap\" data-name=\"checkbox-newsletter\"><span class=\"wpcf7-form-control wpcf7-checkbox\"><span class=\"wpcf7-list-item first last\"><label><input type=\"checkbox\" name=\"checkbox-newsletter[]\" value=\"I would like to subscribe to the newsletter to receive updates on Digital Marketing\" \/><span class=\"wpcf7-list-item-label\">I would like to subscribe to the newsletter to receive updates on Digital Marketing<\/span><\/label><\/span><\/span><\/span> \n<\/fieldset>\n<\/div>\n<\/div>\n<div class=\"spacing-l d-sm-none\"><\/div><div class=\"wpcf7-response-output\" aria-hidden=\"true\"><\/div>\n<\/form>\n<\/div>\n            <\/div>\n        <\/div><!-- end row -->\n    <\/div><!-- end container-fluid -->\n\n<\/div>\n\n\n<h2 class=\"wp-block-heading\">2. Improved Google Ads Campaign Performance<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">In addition to benefiting search engine ranking, SEO can improve the performance of Google Ads campaigns that link to the same website.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ads publication and their position are determined not only by the bid but also by a <strong>quality score<\/strong> that Google Ads assigns based on various factors, including the <strong>landing page experience.<\/strong><br>To be evaluated positively, a page must be well-structured and contain text related to the search terms used by the user. Needless to say, <strong>an already optimized SEO page will more easily obtain a positive evaluation<\/strong>, increasing the quality score of the ads and allowing for <strong>better ranking at a lower cost.<\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">3. In-Depth Insights on Keywords, Audience, and Competitors<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Both Pay Per Click campaigns and SEO require a thorough analysis of keywords and user search intent. Synergy between these two areas allows for <strong>exchange of valuable information on related keywords, <\/strong>seasonal searches, and how user terms change over time.<br>While SEO provides us with many insights, Google Ads enables us to quickly test their effectiveness and find other related keywords at the same time. Furthermore, with campaigns, we can intercept potentially interesting keywords for which achieving organic ranking would be extremely difficult.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">But it&#8217;s not just keyword research that benefits from a multi-channel strategy: Google Ads reports provide us with a wealth of information on our <strong>audience <\/strong>(demographics and interests) and useful insights for SEO activities. Moreover, with Google Ads&#8217; &#8220;Auction Insights&#8221; report, we can promptly identify any <strong>new competitors<\/strong> in our industry.<\/p>\n\n\n<style>\n:root{\n    --primary:      #008B95;\n    --secondary:    #363534;\n    --grey:         #F9F9F9;\n    --gr-dark:      #B6B6B5;\n    --anta-grey:    #6D6C6B;\n}\n\n\n\n\/************   Cf7 **************************+*\/\n.blocco-newsletter-articoli-blog.sfondo-a-righe {\n    background-image: linear-gradient(135deg,#e9e9e9 10%,#fff 10%,#fff 50%,#e9e9e9 50%,#e9e9e9 60%,#fff 60%,#fff 100%);\n    background-size: 7.07px 7.07px;\n    border: 1px solid #e9e9e9;\n}\n\n.blocco-newsletter-articoli-blog .titolo-cta {\n    font-family: var(--font-fam-body);\n    color: var(--bs-primary);\n}\n\n.blocco-newsletter-articoli-blog form p.h4 {\n    display: none;\n}\n\n.blocco-newsletter-articoli-blog form .row  {\n    margin-top: 1.5rem;\n}\n\n.blocco-newsletter-articoli-blog .wpcf7 input[type=\"email\"]{\n    margin-bottom: 0;\n    margin-top:0;\n\n}\n.blocco-newsletter-articoli-blog .wpcf7 label {\n    margin-top: 0;\n}\n.blocco-newsletter-articoli-blog .wpcf7 p.h4{\n    color:var(--anta-grey);\n}\n\n.blocco-newsletter-articoli-blog form [type=checkbox]+.wpcf7-list-item-label::before {\n    background-color: white;\n}\n\n.blocco-newsletter-articoli-blog .wpcf7 input[type=\"email\"] {\n    background-color: white !important;\n    font-size: calc(var(--fsz-p) * 1.15);\n    \/* content: 'per 1.15 mantiene fluidit\u00e0 e arriva a 24px che \u00e8 il risultato desiderato su desktop'; *\/\n}\n.blocco-newsletter-articoli-blog .wpcf7 input[type=\"email\"]:autofill,\n.blocco-newsletter-articoli-blog .wpcf7 input[type=\"email\"]:-webkit-autofill {\n    background-color: white !important;\n    box-shadow: 0 0 0 40px white inset!important;\n}\n\n.blocco-newsletter-articoli-blog .wpcf7 .wpcf7-submit {\n    background-color: white;\n}\n.blocco-newsletter-articoli-blog .wpcf7 input[type=\"email\"]::placeholder{\n    color:var(--gr-dark);\n    font-weight: 300;\n    font-size: var(--fsz-h5);\n    padding-left: 0.5rem;\n}\n.blocco-newsletter-articoli-blog .wpcf7 .wpcf7-spinner{\n    position: absolute;\n    bottom: 5rem;\n    right: 3rem;\n}\n\n.blocco-newsletter-articoli-blog .wpcf7 .wpcf7-submit:hover{\n    border: 2px solid var(--primary);\n    background-color: var(--primary);\n    color: white;\n}\n.blocco-newsletter-articoli-blog .wpcf7 .wpcf7-submit:disabled{\n    opacity: 1;\n}\n.blocco-newsletter-articoli-blog .wpcf7 form.sent .wpcf7-response-output{\n    border-color: var(--primary);\n}\n@media screen and (max-width:575px){\n    .blocco-newsletter-articoli-blog .wpcf7 .wpcf7-submit{\n        position: absolute;\n        bottom: 0rem;\n    }\n}\n@media screen and (min-width:1400px){\n\n\n    .blocco-newsletter-articoli-blog .wpcf7 .wpcf7-acceptance label{\n        margin-top:0;\n    }\n}\n<\/style>\n\n\n<div  class=\"anta-block blocco-newsletter-articoli-blog sfondo-a-righe py-4 mt-5\">\n\n    <div class=\"container-fluid\">\n        <div class=\"row\">\n            <div class=\"col-12\">\n                <p class=\"h2 mb-3 mt-0 titolo-cta\"><span class=\"green\">Subscribe to our newsletter<\/span><\/p>\n            <\/div>\n        <\/div>\n\n        <div class=\"row align-items-start\">\n            <div class=\"col-12\">\n                <p class=\"p-lg\">And receive news, tips, and strategies to enhance your online presence.<\/p>\n            <\/div>\n\n            <div class=\"col-12 position-relative\">\n                \n<div class=\"wpcf7 no-js\" id=\"wpcf7-f12032-o2\" lang=\"en-US\" dir=\"ltr\" data-wpcf7-id=\"12032\">\n<div class=\"screen-reader-response\"><p role=\"status\" aria-live=\"polite\" aria-atomic=\"true\"><\/p> <ul><\/ul><\/div>\n<form action=\"\/en\/wp-json\/wp\/v2\/posts\/9042#wpcf7-f12032-o2\" method=\"post\" class=\"wpcf7-form init\" aria-label=\"Contact form\" novalidate=\"novalidate\" data-status=\"init\">\n<fieldset class=\"hidden-fields-container\"><input type=\"hidden\" name=\"_wpcf7\" value=\"12032\" \/><input type=\"hidden\" name=\"_wpcf7_version\" value=\"6.1.5\" \/><input type=\"hidden\" name=\"_wpcf7_locale\" value=\"en_US\" \/><input type=\"hidden\" name=\"_wpcf7_unit_tag\" value=\"wpcf7-f12032-o2\" \/><input type=\"hidden\" name=\"_wpcf7_container_post\" value=\"0\" \/><input type=\"hidden\" name=\"_wpcf7_posted_data_hash\" value=\"\" \/>\n<\/fieldset>\n<div class=\"wpcf7-turnstile cf-turnstile\" data-sitekey=\"0x4AAAAAADKz9X03-_9CBiDr\" data-response-field-name=\"_wpcf7_turnstile_response\"><\/div>\n\n<div class=\"row align-items-end\">\n<div class=\"col-sm-9 pe-sm-0\">\n<label for=\"your-email-blog\" class=\"mb-0\">\n<h4 class=\"h4\">Enter your email address:<\/h4>\n\n    <span class=\"wpcf7-form-control-wrap\" data-name=\"your-email-blog\"><input size=\"40\" maxlength=\"400\" class=\"wpcf7-form-control wpcf7-email wpcf7-validates-as-required wpcf7-text wpcf7-validates-as-email\" aria-required=\"true\" aria-invalid=\"false\" placeholder=\"yourmail@mail.ext\" value=\"\" type=\"email\" name=\"your-email-blog\" \/><\/span><\/label>\n<\/div>\n<div class=\"col-sm-3 ps-sm-0\">\n<input class=\"wpcf7-form-control wpcf7-submit has-spinner\" type=\"submit\" value=\"Send\" \/>\n<\/div>\n<div class=\"privacy d-flex mt-3\">\n <fieldset class=\"m-0 p-0 border-0\">\n      <legend class=\"visually-hidden\">Consenso al trattamento dei dati personali<\/legend>\n<span class=\"wpcf7-form-control-wrap\" data-name=\"acceptance-516\"><span class=\"wpcf7-form-control wpcf7-acceptance\"><span class=\"wpcf7-list-item\"><label><input type=\"checkbox\" name=\"acceptance-516\" value=\"1\" class=\"acceptance\" aria-invalid=\"false\" \/><span class=\"wpcf7-list-item-label\">I consent to the processing of my data in accordance with your <a href=\"https:\/\/www.iubenda.com\/privacy-policy\/82033330\" class=\"iubenda-nostyle no-brand iubenda-embed \" title=\"Privacy Policy\" target=\"_blank\" rel=\"noopener\">privacy policy<\/a><span class=\"ms-1\">*<\/span><\/span><\/label><\/span><\/span><\/span>\n  <legend class=\"visually-hidden\">Newsletter subscription<\/legend>\n<span class=\"wpcf7-form-control-wrap\" data-name=\"checkbox-newsletter\"><span class=\"wpcf7-form-control wpcf7-checkbox\"><span class=\"wpcf7-list-item first last\"><label><input type=\"checkbox\" name=\"checkbox-newsletter[]\" value=\"I would like to subscribe to the newsletter to receive updates on Digital Marketing\" \/><span class=\"wpcf7-list-item-label\">I would like to subscribe to the newsletter to receive updates on Digital Marketing<\/span><\/label><\/span><\/span><\/span> \n<\/fieldset>\n<\/div>\n<\/div>\n<div class=\"spacing-l d-sm-none\"><\/div><div class=\"wpcf7-response-output\" aria-hidden=\"true\"><\/div>\n<\/form>\n<\/div>\n            <\/div>\n        <\/div><!-- end row -->\n    <\/div><!-- end container-fluid -->\n\n<\/div>\n\n\n<h2 class=\"wp-block-heading\">4. More Effective and Persuasive Texts<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Thanks to Pay Per Click campaigns, we can <strong>easily identify the most effective texts<\/strong> to work on from an SEO perspective.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Google Ads ads allow us to <strong>test different headlines, copy, and call-to-action elements,<\/strong> identify those with the best click-through rates (CTR), and apply them to SEO by making meta titles and meta descriptions on our website more persuasive.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">5. Control of Sitelinks<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Have you ever searched for your brand on Google and found links to other pages of the website below your result? These are <strong>sitelinks<\/strong>, automatically generated by Google, which link to <strong>relevant and highly pertinent pages of the site.<\/strong><\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"562\" src=\"https:\/\/www.antartika.it\/wp-content\/uploads\/2020\/01\/sitelink-google.jpg\" alt=\"Example of sitelinks on Google\" class=\"wp-image-3939\" srcset=\"https:\/\/www.antartika.it\/wp-content\/uploads\/2020\/01\/sitelink-google.jpg 800w, https:\/\/www.antartika.it\/wp-content\/uploads\/2020\/01\/sitelink-google-300x211.jpg 300w, https:\/\/www.antartika.it\/wp-content\/uploads\/2020\/01\/sitelink-google-768x540.jpg 768w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\" \/><\/figure>\n<\/div>\n\n\n<p class=\"wp-block-paragraph\">Until a few years ago, through the Google Search Console tool, it was possible to request the removal of any sitelinks considered irrelevant to our business. However, this option was removed in 2016.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">How can we <strong>regain control<\/strong> then? While it may not be possible to edit the sitelinks for organic results, we can create a Google Ads campaign and add sitelink extensions to the ads. This allows us to <strong>highlight the most relevant pages of our site much more quickly<\/strong> than achieving organic ranking.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">6. Brand Protection<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">As we discussed in our<a href=\"https:\/\/www.antartika.it\/en\/google-ads\/campagne-brand-protection-google-ads\/\" data-type=\"URL\" data-id=\"https:\/\/www.antartika.it\/en\/google-ads\/campagne-brand-protection-google-ads\/\"> article on Brand Protection campaigns<\/a>, Google allows your competitors to use your company name as a keyword to display their ads. Even though you&#8217;re in the top organic position, your brand is at risk of <strong>losing visibility due to paid ads<\/strong> placed above.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">By combining brand protection campaigns with SEO activity, we can <strong>reclaim the traffic<\/strong> that would otherwise be taken by the competition. This offers the advantage of maintaining a <strong>high-quality score and very low costs.<\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">7. Remarketing<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">By ranking our website on the first page for strategic keywords through regular and well-planned SEO activities, we can intercept new potential customers and significantly increase traffic to our website. However, it&#8217;s unlikely that a user will purchase our products or contact us during their first visit to our site.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Activating <strong><a href=\"https:\/\/www.antartika.it\/en\/ppc-campaign-management\/google-ads\/\">remarketing campaigns with Google Ads<\/a><\/strong> allows us to re-engage users who were brought to our site by SEO efforts and guide them towards conversion.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"374\" src=\"https:\/\/www.antartika.it\/wp-content\/uploads\/2020\/01\/remarketing.jpg\" alt=\"Google Ads Remarketing\" class=\"wp-image-3940\" srcset=\"https:\/\/www.antartika.it\/wp-content\/uploads\/2020\/01\/remarketing.jpg 800w, https:\/\/www.antartika.it\/wp-content\/uploads\/2020\/01\/remarketing-300x140.jpg 300w, https:\/\/www.antartika.it\/wp-content\/uploads\/2020\/01\/remarketing-768x359.jpg 768w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\" \/><figcaption class=\"wp-element-caption\"><em>Diagram illustrating how Remarketing campaigns work (The user visits our site &gt; The user leaves the site &gt; The user sees our ad on other sites &gt; The user returns to our site)<\/em><\/figcaption><\/figure>\n<\/div>\n\n\n<p class=\"wp-block-paragraph\">In conclusion, when planning our strategy, we should no longer ask ourselves which channel to invest in, but rather how we can make SEO and PPC work together to achieve our goals.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Is it worth investing in SEO or Pay Per Click campaigns? The best choice is definitely to plan a multi-channel strategy. Read on to learn how to create a winning synergy between SEO and PPC to achieve your goals. <span class=\"excerpt-link\"><a class=\"ms-1 understrap-read-more-link\" href=\"https:\/\/www.antartika.it\/en\/web-marketing\/seo-ppc-pay-per-click-better-together\/\">Read more &raquo;<span class=\"screen-reader-text\"> from SEO and PPC (Pay Per Click): Better Together<\/span><\/a><\/span><\/p>\n","protected":false},"author":5,"featured_media":7381,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_lmt_disableupdate":"yes","_lmt_disable":"","footnotes":""},"categories":[195],"tags":[219,220,225],"class_list":["post-9042","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-web-marketing","tag-campagneppc-en","tag-googleads-en","tag-seo-en"],"acf":[],"modified_by":"AntaUser3","_links":{"self":[{"href":"https:\/\/www.antartika.it\/en\/wp-json\/wp\/v2\/posts\/9042","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.antartika.it\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.antartika.it\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.antartika.it\/en\/wp-json\/wp\/v2\/users\/5"}],"replies":[{"embeddable":true,"href":"https:\/\/www.antartika.it\/en\/wp-json\/wp\/v2\/comments?post=9042"}],"version-history":[{"count":0,"href":"https:\/\/www.antartika.it\/en\/wp-json\/wp\/v2\/posts\/9042\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.antartika.it\/en\/wp-json\/wp\/v2\/media\/7381"}],"wp:attachment":[{"href":"https:\/\/www.antartika.it\/en\/wp-json\/wp\/v2\/media?parent=9042"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.antartika.it\/en\/wp-json\/wp\/v2\/categories?post=9042"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.antartika.it\/en\/wp-json\/wp\/v2\/tags?post=9042"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}