Should we run SEO and PPC with the same agency or split them?

Running SEO and PPC with the same agency can streamline communication and strategy alignment, ensuring that both efforts complement each other effectively. However, splitting them allows for specialised focus and potentially deeper expertise in each area. The choice depends on your specific business needs and the capabilities of the agencies involved.

Understanding the Importance

Choosing whether to combine or separate your SEO and PPC efforts isn’t just about convenience. It’s about strategy. SEO and PPC are two sides of the digital marketing coin. They can work independently but often shine brightest when their efforts are aligned. A unified approach can deliver a consistent message across both organic and paid search results.

Think about a SaaS company launching a new feature. If the SEO team is optimising content around relevant keywords while the PPC team is targeting the same terms with ads, they can reinforce each other’s efforts. This can lead to increased visibility and higher conversion rates. However, if the teams aren’t in sync, you might end up with conflicting messages or even bidding against yourself in PPC.

Making the Right Choice

Before you decide, consider these points:

• Expertise: Does the agency have proven expertise in both SEO and PPC? Check their track record.

• Communication: Are they known for effective communication? Misalignment can cost you.

• Strategy Alignment: Can they create a cohesive strategy that leverages both SEO and PPC?

• Budget: Is your budget better spent on one agency or split between two specialists?

• Resources: Does the agency have the resources to handle both without spreading themselves too thin?

If an agency can tick these boxes, keeping both services under one roof might be the way to go. Otherwise, you might benefit from the focused expertise of separate agencies.

My Take

Here’s my two cents. Sometimes, it’s not about picking sides. It’s about finding the right fit for your business. If you have a complex, highly competitive market, a specialised seo optimisation agency might give you the edge you need. They can dive deep into SEO nuances while another team hones in on PPC intricacies.

On the flip side, if you’re a smaller business or just starting, a single agency handling both can simplify things. Less hassle, fewer meetings, and hopefully, a more cohesive approach. Just make sure they aren’t a jack-of-all-trades, master of none.

Ultimately, it boils down to your business goals and the skills of the agencies you’re considering. Choose wisely.