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How to reduce your PPC costs by using SEO

Headshot of Kaitlin Caldwell
Kaitlin Caldwell
Freelance SEO Specialist at Caldwell Marketing
Jan 26, 2023
How to reduce your PPC costs by using SEO

An effective combination of SEO and PPC can drastically reduce advertising expenses while also increasing website traffic. By optimizing content and making use of targeted keywords, users will have better visibility on search engines like Google or Bing; this improved ranking can lead to more qualified leads at lower cost than traditional pay-per-click campaigns alone. Additionally, these improvements in organic search rankings may even make paid advertisements less necessary over time.

In this article we will explore how businesses can leverage SEO techniques to decrease their overall PPC budget while still achieving their desired objectives. We will discuss strategies that involve keyword usage, content optimization, link building, and other tactics that focus on improving organic search rankings rather than relying solely on costly ads. With the guidance provided here, you'll be able to cut down your marketing costs significantly while maximizing ROI from your efforts.

But, have you considered what type of SEO to focus on? For more advanced strategies, it is recommended to have an in-depth understanding of advanced technical SEO, which includes a comprehensive SEO checklist that can help ensure all important technical SEO factors are taken into account. Want to learn more about advanced technical SEO? Check out our guide: what is advanced technical SEO?

What is the average CPC cost?

Before we explore how SEO can help you achieve your goals by reducing your average CPC or completely eliminating the need for paid search ads, let's look at what the average CPC is across the board.

The average CPC cross the board varies greatly depending on the industry and the quality score of the keywords being used. Generally, the higher the quality score, the lower the CPC. Quality score is determined by how relevant your ad is to the user’s search query, how well-structured the ad is, and the performance of the ad historically. The higher the quality score, the more likely your ad will be clicked on and the less you will pay per click. Generally, a quality score of 7 or higher is considered “good” and will result in a lower CPC. If your quality score is lower than 7, it may be time to investigate and make improvements to your keywords, ad copy, and landing page.

On average, advertisers pay $2.69 per click on Search Ads, while the average CPC for Display Ads is $0.63.

What is the average Click-Through-Rate (CTR) for Google Ads compared to SEO?

The average click-through-rate (CTR) for Google Ads is much lower than that of SEO. On average, Google Ads have a click-through-rate of 2.1%, compared to SEO’s 39.6%.

Naturally, the physical position of the ad will play a role.

Google Ads typically have a lower CTR than organic because:

  • People are more likely to trust organic results

  • Ads can be seen as a distraction or an annoyance

  • Google has been optimising its search results for users, which means fewer ads are displayed immediately at the top of the page

Average CTR comparison: ads vs organic search results

Establish your SEO goals

The use of SEO to reduce PPC costs is an effective and increasingly popular strategy. To ensure successful implementation, it is important to establish clearly defined goals for the SEO campaign. Rhetorically speaking, this goal-setting process helps keep organizations on track by providing a necessary guidepost throughout the course of their journey towards increased online visibility and decreased cost expenditures.

Long tail keywords are essential components in any comprehensive SEO plan as they allow organizations to target specific search queries that may have otherwise been overlooked when using more generic keyword phrases. By creating a list of relevant long tail keywords, companies can make sure they are targeting all applicable search terms while also avoiding irrelevant ones. Additionally, utilizing these longer phrases ensures that there is less competition from other businesses vying for the same set of customers.

Want to learn more about long tail keywords and other essential SEO terms that beginners need to know? Check out our SEO Terms for Beginners.

Finally, tracking progress through analytics remains one of the most powerful tools at an organization's disposal when trying to assess its effectiveness with regards to reducing PPC costs via SEO optimization. This data provides valuable insight into which areas need improvement and allows businesses to adjust their strategies accordingly. In order to maximize success, it is critical that organizations periodically review their performance metrics and make changes where necessary based on their analysis.

The 4 SEO key elements; quality content, relevant keywords, meta title & description, and social media

Research your target audience

The theory that researching one's target audience is key to reducing PPC costs through the use of SEO has been widely accepted for some time. This research can provide valuable insights into how users interact with ad copy and landing pages, which in turn can help manage quality scores more effectively. Researching a target audience allows marketers to tailor their content towards specific user needs, helping ensure maximum visibility while also keeping cost-per-click (CPC) rates low.

When researching an audience it is important to consider both primary and secondary sources of information. Primary resources include surveys and interviews with current or potential customers, as well as analyzing website analytics data such as clickstream behavior and search query patterns. Secondary sources may include media reports, industry trends, competitor analysis and market studies. By taking this comprehensive approach it is possible to gain a detailed understanding of customer preferences and buying habits - essential when trying to optimize Google Ads for improved performance at lower CPCs.

Using these insights from research on an audience, marketers are then able to develop effective strategies for optimizing ad copy and improving the overall landing page experience without needing to resort to high CPC bids. This not only reduces costs but also increases conversion rates by providing users with a personalized experience that resonates with them on an emotional level. As such, investing in research on the target audience should be considered vital for any PPC campaign aiming to reduce its costs whilst maintaining good performance levels.

Identify your keywords

The first step to reducing PPC costs through SEO is to identify the keywords that will be used in your Ad Group. This involves researching target audience and understanding their needs, preferences, and interests; then selecting relevant terms that are likely to generate quality traffic. Negative keywords should also be identified at this stage to help reduce wasted spending on irrelevant search queries.

Once the list of keywords has been identified, they need to be organized into an effective ad group structure. This includes determining which words or phrases should belong together in a single ad group for the purpose of targeting users more precisely. It is important to consider both broad match and phrase match when setting up groups as each can have different average CPC (Cost Per Click).

Finally, it is essential to monitor these keyword-based campaigns regularly to ensure good performance. Analyzing long-term trends such as click-through rate, cost per conversion, impression share can provide valuable insight into overall campaign effectiveness and potential areas for optimization. Additionally, regular testing of new keywords ensures ads remain relevant while identifying any changes in user behavior over time.

Image showing bike related keywords, their search volume, CPC and competition level

Optimize your website

An optimized website can be the key to reducing PPC costs. This is akin to a car engine running efficiently with just enough fuel - the more efficient it runs, the less gas you need to get from point A to B. To optimize your website for maximum cost savings on PPC ads here are five steps:

  1. Ensure that your landing page has all of the relevant information and meets best practices for user experience;

  2. Use manual bidding strategies as opposed to automated ones in order to have control over how much you spend on specific keywords;

  3. Monitor performance regularly and adjust bids accordingly;

  4. Analyze past data to determine which keywords give you the highest ROI;

  5. Use a bid optimization tool such as Google’s Adwords Editor or Optmyzr.

By following these tactics, companies will not only reduce their overall PPC costs but they will also improve their organic search rankings through SEO efforts such as keyword tracking and analysis. It’s important to remember that there is no one-size-fits-all solution when it comes to optimizing websites and improving search results – each company must tailor its approach based on individual needs and goals. Therefore, having an effective strategy for manually adjusting bidding amounts combined with regular monitoring of performance is essential in achieving success with both SEO and paid search marketing efforts.

Monitor your SEO performance

With the digital world becoming evermore competitive, organisations must carefully monitor their performance in the search results. Monitoring one's SEO performance is a key element to reducing PPC costs; it ensures that websites are being accurately indexed and ranked by major search engines such as Google, Bing, and Yahoo. By gaining insights into areas of improvement or optimisation opportunities, companies can increase visibility within relevant audiences while also improving their conversion rate.

Through location targeting, organisations can restrict campaigns to target specific demographics based on geography while ensuring they remain cost-effective. This feature enables marketers to decrease their overall budget allocated to search ads whilst maximising the reachability of potential customers. Furthermore, with increased visibility comes an opportunity for organic traffic growth which further reduces the need for PPC investments.

Organisations should utilise all available data sources related to keyword searches and website visits from users located in specified locations in order to gain more insight into customer behaviour patterns. This will allow them to create a comprehensive picture of what works best for their product/service offering and enable them to focus more resources on those tactics that generate higher returns. With this knowledge at hand, businesses can begin implementing strategies that reduce reliance on costly PPC ads whilst simultaneously expanding brand exposure through SEO efforts.

Organic Traffic

Another important thing to note is that when you migrate your website to a new domain, you can potentially lose your existing rankings. In that case it's important to take the necessary precautions. Want to learn more? Check out our SEO domain migration guide.

Improve your organic rankings

Organic search engine rankings are a key component of reducing the cost per click (CPC) on pay-per-click (PPC) campaigns. Improving organic ranking is an essential part of any business’s marketing strategy and requires focus, time, and effort to be successful, especially if your goal is to reduce PPC cost.

To improve organic rankings there are several steps that need to be taken:

  1. Creating detailed ad groups with appropriate keywords;

  2. Developing a comprehensive negative keyword list;

  3. Optimizing page titles and meta descriptions for each page;

  4. Consistently producing quality content to boost engagement with users.

Each step should be tailored specifically to the business's products or services in order for it to have maximum impact.

In addition, businesses should also monitor their SEO performance regularly by tracking website visits, conversion rates, bounce rate, average session duration etc. This will help them identify areas where they can further optimize pages and adjust strategies accordingly based on results seen over time. Furthermore, this data can inform how effective certain changes were so future modifications can be made more efficiently.

Organic Keywords

Therefore, taking all these measures into account helps create an effective SEO strategy which increases visibility online while simultaneously lowering PPC costs as fewer clicks are needed due to increased brand recognition through improved organic rankings.

Create high-quality content

The cost of running Pay Per Click (PPC) campaigns can quickly add up for businesses, and aiming to create high-quality content is a way to reduce this cost. This method seeks to take advantage of the organic search engine rankings by producing material that will attract visitors without having to resort to expensive search ads or ad campaigns. Like building a sturdy foundation in an effort to construct a skyscraper, creating great content provides a platform from which further success may be found.

Firstly, when writing about competitive keywords it is important for the content produced to be informative yet engaging; after all, your goal should be for readers not just to find what they are looking for but also remain on your website afterwards as well. High-quality content allows you to reach out beyond basic keyword searches and expand your potential customer base by providing quality information that people actually want. Writing something with substance rather than simply stuffing it full of keywords ensures that customers receive value while simultaneously improving the chances of being ranked higher in organic search engine results over time.

Additionally, creating good content helps prevent users from completely bypassing PPC altogether since valuable knowledge can only be obtained through visiting your website or blog directly instead of using any other type of advertisement. Furthermore, incorporating visuals such as videos or infographics can help draw attention more effectively than static text alone would allow; even better if these materials contain useful data relevant to the topic at hand! By doing so, viewers are likely to stick around longer and possibly become returning customers as well.

In short, investing in quality content production not only saves money compared to costly Google ads but also has multiple advantages such as reaching out past simple keyword searches and providing value that encourages customers stay engaged with their brand - making it essential for those who wish enhance their online presence successfully whilst reducing overall costs along the way.

Analyze your competitors

Analyzing your competitors’ Google Ads is an effective way to reduce PPC costs. It can help you identify where potential savings and efficiencies are available in terms of average cost per click (CPC) for each keyword or phrase, as well as other factors such as the quality score that affect the overall performance of a campaign. By identifying these areas and making changes accordingly, you can create more highly targeted ads which will improve the return on investment from your Google ads campaigns.

When analyzing competitors' campaigns, it is important to look at all aspects including their budgets, types of targeting used, keywords chosen and any landing page optimizations made by them. This information can provide insights into what works for their audience and how they manage their budget so that similar approaches can be employed to increase efficiency in yours. Additionally, looking at your competitor's search engine rankings can give clues about their SEO strategy which could be applied to lower your CPCs.

It is also beneficial to analyze how long-term trends have impacted previous campaigns; this data may reveal specific strategies implemented by competitors that lead to increased ROI over time. Pay close attention to seasonal peaks and dips in traffic when comparing different campaigns as this can give further insight into why someone was successful during certain periods while failing others.

TIP: When studying competitor advertising campaigns, use tools like SpyFu or SEMrush to get detailed reports that make comparison easier and more accurate

Utilize SEO tools

SEO tools are essential for any business that wishes to reduce their PPC costs. These tools can help analyze competitors, improve ad scheduling and better target audiences. Google search is one of the best SEO tools available as it allows businesses to view what people are searching for in order to optimize content accordingly. Here are four ways that a business can utilize these tools to reduce its cost per click:

  1. Identify low-cost keywords using keyword research – A comprehensive analysis of relevant keywords provides valuable insights into which terms will be most beneficial for targeting potential customers without breaking the bank on costly phrases.

  2. Track competitor performance – Monitoring how well rivals perform in comparison helps businesses identify areas where they may need to make improvements or adjust budgeting to outperform them.

  3. Create Ad Schedules – Utilizing an effective ad scheduler allows companies to control when ads appear according to peak times and high demand periods, allowing them to maximize return while minimizing spend at other times throughout the day or week.

  4. Develop compelling copywriting – Crafting persuasive advertising texts with strong calls-to-action encourages more clicks from prospective customers and strengthens brand loyalty leading over time to reduced CPCs (Cost Per Clicks).

By following this advice, businesses can use SEO tools effectively to lower their PPC costs and gain greater visibility online. Consequently, investing in such techniques should become a priority if organizations wish to remain competitive in markets that rely heavily on digital presence and exposure.

Leverage social media platforms

Leveraging social media platforms to reduce PPC costs is a strategy that has become increasingly popular. While this approach may have its drawbacks, such as the potential for decreased return on investment (ROI), there are several advantages which make it well worth considering. These include increased visibility amongst target audiences, greater control over max CPC and ad position, and improved branding opportunities.

Social media is a good alternative for Google Ads

In regards to reducing PPC costs, leveraging social media platforms can provide some significant benefits:

  • Increased visibility amongst target audiences – By using targeting techniques like geo-targeting and looking at demographics such as age or location, businesses can reach out to their desired audience with more specific messages tailored to their needs.

  • Greater control over max CPC and ad position – Through careful monitoring of campaigns, businesses can adjust bidding strategies based on their budget constraints while still achieving high quality results. For example, if an advertiser finds that their ads are not performing as well in higher positions, they can lower their bid amount without sacrificing impression share or clicks.

  • Improved branding opportunities – Social media channels offer unique ways to engage with customers through content marketing tactics such as contests and influencer outreach programs. This helps businesses build brand recognition among consumers by creating lasting relationships with them instead of just focusing on short term sales goals.

By taking advantage of these benefits offered by social media platforms, advertisers can significantly reduce PPC costs while simultaneously gaining valuable insights into customer behaviour patterns. Additionally, this method offers a cost effective way for small business owners to compete with larger corporations who have bigger budgets available for advertising campaigns. Thus, utilizing social media platforms is a great tool for optimizing your digital marketing efforts while keeping within budget restrictions.


The goal of this article has been to provide an overview of how to reduce PPC costs through the use of SEO. It is important to note that while using SEO can reduce Google Ads costs, it is not a one-size-fits-all solution and should be used in conjunction with other methods such as leveraging social media platforms. Furthermore, proper keyword optimization is a key element for successful campaigns.

It is also important to create well-crafted landing pages which are optimized for search engine visibility; Google Ads allows for easy creation and editing of landing pages which can contribute to reducing overall PPC costs. Additionally, taking advantage of long tail keywords – those phrases three or more words long – can help increase conversions from organic search results and lower CPC on paid ads.

In summary, there are several techniques available for reducing the cost associated with running PPC campaigns including optimizing content for search engine visibility, making use of long tail keywords, and creating effective landing pages. As each strategy requires specific knowledge and skillsets, working alongside a professional expert may prove beneficial in ensuring efficient implementation and optimal results.

Frequently asked questions (FAQ)

How do I know which keywords are the most effective?

When it comes to improving a business’s PPC performance, SEO can be an effective tool. Through the use of keywords and optimization techniques, businesses are able to maximize visibility and reduce their overall costs with pay-per-click campaigns. However, in order to make sure they achieve these goals, one must determine which keywords will be most effective for their campaign.

One way to identify the best performing keywords is to use tools that analyze search volume and competition levels, such as Semrush or Ahrefs. By understanding how often a certain keyword phrase is being searched compared to other phrases related to the same topic, marketers can find out which ones have more potential for success. Additionally, analyzing competitors' strategies and seeing what works for them can help inform decisions about what kind of content should be used when targeting specific audiences.

It is also important for companies to track conversions rates over time as this data provides insight into whether or not particular keyword phrases are resonating with customers. This information helps them refine their campaigns by making changes based on user behavior, such as targeting different demographics or changing up copywriting tactics. With careful monitoring of trends and results achieved from various campaigns, businesses are then able to develop an effective strategy that reduces PPC costs while increasing ROI.

How can I increase my visibility on social media platforms?

It is no secret that social media has become an increasingly important tool for businesses in recent years. With the ever-growing prevalence of platforms such as Twitter and Facebook, organisations are presented with a unique opportunity to increase their visibility and reach new audiences. However, it can be difficult to know how best to utilise these tools to achieve this goal.

This task requires careful consideration on behalf of the business owners; what type of content should they post? How often should they post? What platform works best for them? These factors must be taken into account when planning an effective social media strategy. To ensure maximum impact, companies may want to consider engaging outside professionals who have experience in developing successful campaigns.

Indeed, success on social media can bring great rewards; increased brand awareness, improved customer engagement, website traffic growth - all essential elements for any business looking to succeed in today's competitive marketplace. Nevertheless, despite its potential benefits, there are risks associated with having too much presence on social networks which need to be acknowledged before embarking upon such strategies. As such, taking a carefully considered approach remains key if companies wish to reap the full rewards of their efforts in this field.

What types of content should I create to increase my organic rankings?

Content creation is a key component of SEO strategies and can be used to increase organic rankings. When creating content, it is important to consider the audience, purpose and platform that will be used for distribution. Different types of content should also be taken into account when considering what to create in order to ensure maximum visibility on various search engines.

The following are some common types of content that may help improve organic rankings:

  • Written Content: This includes articles, blog posts, whitepapers and eBooks which provide educational value by discussing topics related to your business or industry. These pieces of written content will typically include keywords throughout so as to target relevant audiences through search engines.

  • Visual Content: Images, videos and infographics are often key components for effective online campaigns. They can serve as an engaging way to communicate with potential customers while still helping drive traffic from search engine results pages (SERPs).

  • Social Media Posts: Creating social media posts that link back to your website's landing page can enhance organic rankings by increasing referral traffic from other platforms. Additionally, regular interaction with followers across different channels has been proven to encourage higher engagement rates which could lead to improved SERP rankings over time.

By understanding the types of content available and how they contribute towards improving organic ranking positions, businesses can effectively tailor their own SEO strategy around them in order to optimize their presence across multiple digital platforms. By doing this, businesses have the opportunity not only to reduce PPC costs but also gain more exposure within their target market.

How often should I review my SEO performance?

Search engine optimization (SEO) is a strategic approach to improving website visibility and ranking in organic listings on search engines. It involves optimizing the content, structure, technical components, and other elements that are necessary for successful SEO performance. The effectiveness of an organization's SEO efforts can be measured through regular reviews and analysis of their performance.

An analogy may help explain why frequent review of SEO performance is essential: Consider a race car driver who has done all the preparation possible; they have carefully selected their vehicle, mapped out the course, and tested it multiple times. But if they do not continually monitor the speedometer during the actual race itself, they will never know how well they are doing against competitors or whether adjustments need to be made mid-race to stay ahead of them. Similarly, monitoring progress with SEO requires constant observation and adjustment as trends change over time.

Organizations should aim to review their SEO strategy at least once per month; however some businesses require more frequent assessment depending on changing industry conditions. During these reviews, organizations should consider factors such as keyword rankings, bounce rate, conversion rates from organic traffic sources, backlinks quality and quantity, page loading speeds etc., which all play a role in determining overall success in achieving desired outcomes from any given campaign. Additionally, companies must pay attention to algorithm updates released by search engines so that appropriate changes can be implemented when needed.

TIP: When reviewing your SEO performance periodically make sure you use relevant metrics to track your progress and adjust strategies accordingly based on what works best for your business objectives.

How can I use SEO tools to reduce my PPC costs?

As businesses strive to save money on their marketing and advertising campaigns, SEO has become a sought after tool. SEO takes time and dedication but when done correctly, it can be an effective way of reducing PPC costs. Through the use of targeted keywords, content optimization, website design and various other strategies, businesses can reduce their reliance on costly PPC ads while still maintaining high visibility in SERPs.

To illustrate just how powerful SEO tools are for saving money on PPC costs, consider the following:

  • Creating optimized content that is engaging and informative will help draw more organic traffic to your site than paid ads alone.

  • Link building will increase authority which could result in improved rankings without relying on extra spending.

  • Implementing technical fixes to improve user experience such as faster loading times or better navigation also leads to higher conversions from organic sources rather than paying per click.

  • Social media campaigns provide another avenue for increased visibility and brand engagement at low cost compared with expensive paid ads.

  • Using local search techniques ensures customers find you quickly when searching near their location - again avoiding the need for pricey pay-per-click campaigns.

By remaining mindful of these points and taking advantage of all available resources within the realm of SEO, businesses can make significant savings on their traditional PPC ad spend while still enjoying improved web presence among customers who are actively looking for them online. As well as enhancing brand recognition through regular updates and promotions, companies can rest assured that they have created strong foundations upon which future growth may be built without going over budget.

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Written by

Kaitlin Caldwell

Kaitlin Caldwell is a Freelance SEO Specialist at Caldwell Marketing, bringing a wealth of expertise to the table. With a decade of experience in Miami SEO agencies, Kaitlin has navigated both technical and content realms, guiding top clients in retail, telecommunications, and travel to SEO success.

A self-taught SEO enthusiast, Kaitlin's journey began with ranking her parent's craft site in her spare time. She honed her skills in smaller agencies before making her mark in larger firms like Bakklog. Kaitlin's work garners recognition, with features in esteemed publications such as Search Engine Journal.