Breaking Down Silos: Integrated Marketing with PPC Tactics

Gone are the days when traditional marketing on billboards and newspapers was the only option. In the new digital era, businesses aim to reach a larger and relevant audience through online marketing.

Now, how do you ensure that you gain the trust of the maximum potential customers? Simple! When they see your presence across multiple channels, they recognize your existence, ultimately increasing the probability of conversion. This is where the role of PPC strategies comes in. But have you noticed that many businesses run PPC campaigns in silos, and the lack of a cohesive strategy causes them to miss out on opportunities to create effective campaigns?

Top 5 tactics to unveil integrated marketing strategy

If you are a PPC expert then use these four tactics to kickstart the process of integrating PPC campaigns with other marketing activities:

1. Harmonizing Ad copy and Assets –

For impressive branding, maintaining consistent messaging across all marketing channels is essential. Imagine a situation where a brand is like a person with a confusing personality. In this scenario, potential customers may find it challenging to understand your brand clearly, leading to confusion about its identity. Now, when your ad copy and creative materials are disoriented, it makes the consumers clueless about what they should overall understand about the key messaging of your brand. Therefore, it is significant that ad copy and creative assets are in sync throughout all marketing platforms.

Now, if you do not have a dedicated creative team, then encourage frequent collaborations with your paid social, email marketing, and content teams to assure that all your messaging and visuals remain consistent.

2. Synergizing PPC and SEO –

PPC and SEO are often perceived as two peas in a pod, different in terms of cost, but similar in terms of goals. If only organic and PPC work as teammates, their duo can do wonders.

• Do a keyword level research for both PPC and organic
• Identify keywords that overlap and that reveal disparities between your PPC and SEO strategies
• Search for keywords that thrive in organic performance but struggle for results in paid search campaigns and vice versa for PPC
• Now, re-evaluate your strategies and pause the keywords that are not working well for PPC and believe in the power of SEO for those keywords. Now keyword cannibalization has stopped, and guess what? This also saves your PPC budget!

3. Strategizing PPC for Event Marketing –

How do PPC campaigns help in event marketing?

1. With geo-targeting available in PPC, you can easily target the specific event location to reach a relevant audience.
2. You can strategically select high-intent keywords that are searched by people in that area who are probably to attend the event

4. Incorporating Blog Posts with Demand Generations –

Blogs are generally considered to generate organic traffic, but integrating blog content with Demand Generation campaigns is effective. It not only helps to reach new users but is also cost-effective. Additionally, including this in your strategy can help in defining the thought leadership of your brand.

5. Cross Channel Remarketing –

This strategy involves remarketing users who have interacted with your brand through website visits, clicks on PPC ads, or engagement with social media content. You can follow them with personalized marketing messages or ads across different platforms and touchpoints. This encourages potential customers to take their next steps and also increases the chances of conversion.

Therefore, your PPC campaigns should be integrated into the marketing mix and not exist in isolation. So, break down the silos and foster a cohesive strategy to unlock the true potential of your marketing efforts.

-Riya Pant