Should you use SEO & PPC together?

If you’re a multifamily marketer, you’ve likely heard these terms: Search engine optimization (SEO) and pay-per-click (PPC) advertising.

We’re often asked if you should use both — as part of a holistic marketing strategy — or if it’s effective to use one without the other.  

Here’s the short answer: Yes, you should (ideally) use SEO and PPC together.

Keep reading as we recap how SEO and PPC campaigns work individually, then share why using them in tandem drives the best results for marketing apartments.

A quick SEO and PPC intro

If you’re less familiar with SEO and PPC, not to worry. Here’s a short definition of both:

SEO involves optimizing your website so it’s ranked more prominently by sophisticated search engine algorithms. In other words: Optimizing your site to land higher in search engine results pages (SERPs), like Google’s.

There are multiple SEO components including on-page, off-page, technical and local SEO.

Learn more about SEO here:

Apartment SEO: What you need to know about on- & off-page optimization

Decoding search: 5 SEO lessons for apartment marketers             

PPC is an advertising model where you pay for every click your ad receives, with several factors influencing the amount you pay.

There are many kinds of PPC ads. These are the two you see most often: Search ads, which show up in SERPs, and display ads, which follow you from site to site (or app to app) after you view something.

Get a closer look at how PPC works:

PPC advertising for apartments: What it is, how it works & how to measure results

Multifamily PPC: Your guide to keywords, new campaign types & what’s next

Why use them together?

Now that you know the basics of SEO and PPC campaigns, let’s dive a bit deeper. Why should you consider using both?

SEO is a low-cost, long-term strategy for getting traffic to your website (and ultimately, leads), whereas PPC is a targeted, short-term strategy that costs a bit more to maintain.

Here’s a slightly longer explanation:

SEO generates steady, organic traffic and low-cost leads. With a solid SEO game plan, you can stay visible in local apartment searches year-round and continuously guide renters along the marketing funnel. Long story short … it’s sustainable.

In terms of timelines, SEO does generate results more slowly (when compared to PPC).  

PPC ads deliver quick, targeted leads at a competitive price, but that only lasts as long as you pay for it. It’s fantastic for short-term needs or temporary market scenarios, like a new lease-up or high vacancy for a particular floor-plan type.

Again, PPC ads generate results faster than SEO. You can also target your audience more precisely.

When it comes to using them together, think of it this way: PPC fills in where SEO lacks, and vice versa. They’re a dynamic duo for building a strong presence in search results — and engaging with your audience at different stages.

Check out the key benefits of pairing the two:

• Helps you take up more space in search results
• Keeps your brand top of mind for today’s renters
• Builds trust, thanks to a consistent online presence
• Gives you a more complete picture of what’s working
• Helps you get the most from your marketing dollars

Did that last (budget-related) bullet point catch your eye? Let us explain. When using SEO and PPC together, you can likely devote less spend to PPC.

That’s because you get organic traffic through SEO — to complement your paid traffic — meaning you aren’t solely relying on paid efforts.

Hear it from a real apartment marketer  

Want an example of SEO and PPC working in harmony to drive great results? Check out this story from Fogelman, a multifamily company with 30,000+ apartments.

In working with REACH — pairing our SEO and PPC services — they’ve seen remarkable success. That includes increased lease volume and lowered costs.

Fogelman’s VP of strategic marketing, Melissa Brady, shared this:

“We’re able to reliably drive more leases and rental income, truly making an impact on our bottom line.”

Read Fogelman’s full story here.

Reach out for help

Ready to transform your marketing without overspending? Get in touch about our SEO and PPC services. You can expect friendly help from a team of passionate experts.  

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