In this webinar recording Erik Dafforn of Intrapromote and Kayla Kurtz of Hanapin Marketing emphasized that SEO and PPC are both of incredible importance to your brand’s marketing and for presenting an optimal online presence to your consumers. However, this doesn’t change the fact that some brands have to choose one or the other to focus on at a time for a number of reasons. Watch the full recording below:
- Let’s face it – managing a PPC account doesn't happen in a vacuum. It's about you vs. your competitors.
- Negative keywords are important to any PPC campaign as it can help filter unwanted traffic before a user reaches your landing page. For instance, you are trying to attract people interested in shoes, but you don’t sell red shoes. By adding “red” as one of your negative keywords, you can be sure you are not spending money on clicks from people looking for red sparkly shoes so you have more funds available for those looking for brown loafers.Google, Yahoo! and Bing allow you to add negative keywords into your account but they each approach it a little differently. Google provides you with the most options allowing you to specify Broad, Phrase or Exact match negative keywords. Negative match types work a little differently than traditional search terms, so make sure you think through each negative before adding it into your account.