SEO and PPC are two closely aligned channels: they both focus on optimizing for keywords in order to drive traffic and conversions from search engine users. However, the strategies and tactics for each are wildly different. At UpBuild, we know what we’re experts in (technical SEO, web analytics, and digital marketing strategy) and what we’re not (PPC, among many other things). We’re always happy to partner with our clients’ PPC vendors to align on overall marketing strategy, but periodically a client will ask for our help crafting their PPC campaigns, and we’ll have to explain that since it’s not our field of specialty, we can’t really provide the kind of expert guidance that they need.
One question we often get from clients as they’re shopping for PPC consultants, or attempting to build their own in-house PPC campaigns, is “Can’t we just plug our list of targeted SEO keywords into Google Ads and go from there?” We get this question frequently enough that I thought I’d explain our thinking on this topic in more detail.[Read more…] about Can My SEO Keywords Be My PPC Keywords?