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With this article, we are going to delve deeper into the second point presented in the post Google Ads or SEO activity? What should be done?

If you haven’t read it yet, go do it now, and then come back here.

Done? Well.

Now think about how many ways are there to identify and, above all, search for your products and services on search engines.

Each product or service can be described in many different ways: someone could search for your brand, someone for the individual products in the catalog, someone could search for your service in a geographical context, and others instead could use searches linked to prices, quality of service or even based on the specifications of the products offered.

Do you think you can optimize your site for ALL the possible searches that your potential customers might think of? Well, good luck!

If we’re talking about science fiction, maybe you can, but you would need a team of dozens of people who deal solely and exclusively with constantly creating and optimizing your content, tailoring it to various user searches, every day of the year. A titanic undertaking that the giants of the web can barely achieve.

The truth is that we need to choose which keywords we want to focus on in SEO positioning and let Google Ads take care of the rest (or if you prefer to call it by its legacy name, AdWords)

Having defined a portfolio of keywords that identify us and that respect the corporate identity, our products, and the services we offer, what we must do is divide what remains into different specific targets and, for each of them, develop PPC campaigns that work throughout their funnel: the keywords the ads, and the campaign landing page.

This is not only good for our SEO, but also for the performance of our campaigns! Don’t forget that in Google Ads the key to everything is “consistency”. The greater the coherence between the kW used in our campaign, the ads we write, and the landing page, the more we will obtain satisfactory positions and low costs from Google (even if competition and spending capacity remain exogenous variables that we cannot control).

To summarize: why is this type of approach successful? Because, at the same level of competition, it rewards us in terms of positioning and costs, because it allows us to speak in the best possible way to our target audience in a more punctual, incisive, and precise manner.