{"id":38817,"date":"2021-03-10T09:05:53","date_gmt":"2021-03-10T08:05:53","guid":{"rendered":"https:\/\/clicktrust.be\/blog\/non-classifiee\/lessons-from-integrating-ppc-and-seo-heroconf-2021\/"},"modified":"2023-02-26T14:35:37","modified_gmt":"2023-02-26T13:35:37","slug":"lessons-from-integrating-ppc-and-seo-heroconf-2021","status":"publish","type":"post","link":"https:\/\/clicktrust.be\/fr\/blog\/ppc\/lessons-from-integrating-ppc-and-seo-heroconf-2021\/","title":{"rendered":"Lessons from integrating PPC and SEO according to Will Critchlow | HeroConf"},"content":{"rendered":"[vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” top_padding=”50″ text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overflow=”visible” advanced_gradient_angle=”0″ overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none” gradient_type=”default” shape_type=””][vc_column column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” column_position=”default” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_column_text]Last week my colleague Dounia and I got the chance to attend the Hero Conf and SearchLove virtual summit, a two-day conference on PPC and SEO. This year, the conference kicked off with an interesting talk on the integration of those two, given by Will Critchlow<\/a>. In my opinion, he shared some valuable insights that are simple, but at the same time often overlooked.<\/p>\n

Parallels between the evolution of PPC and SEO<\/h2>\n

Even though PPC and SEO are two different channels, we do see similar trends transforming both. In SEO, for example, we\u2019ve seen a shift from keywords to search intent. Similarly, marketers shifted from using manual bids and modifiers to using smart bidding strategies. Recently, we also learned about the removal of broad-match modified in Google Ads.<\/p>\n

But those are not the only changes we have seen over the last few years. Whereas digital marketers used to have full access to search data in the past, the data becomes more and more limited nowadays. As a result, we are obliged to measure on a landing page level rather than on a keyword level.<\/p>\n

Bidding on branded search queries or not?<\/h2>\n

A recurring discussion among digital marketers is the question of whether to run ads on branded search queries or not. The answer to this question will depend on multiple factors:<\/p>\n