You'll almost certainly have come across them, but what do you know about the brand building benefits of SEO and PPC? We explore it in this blog!
What Are SEO and PPC?
If you're not a marketing practicitoner, you will have heard these terms but may not be entirely familiar with them, so let's start with that.
What is SEO?
SEO stands for Search Engine Optimisation. It's all about making sure that links to your website show up in the results of internet searches that are relevant to your business or charity, but where you're not sponsoring those links or paying for placements - what are known as 'organic' results. You'll hear lots of talk of 'backlinks' and 'link building' when people talk of SEO.
What is PPC?
PPC is shorthand for Pay-Per-Click advertising. This is also designed to make sure your links show up in search engine results pages, but this time you are paying for the privilege.
SEO and PPC: Brand versus Performance Marketing
It's tempting to see SEO and PPC as firmly performance marketing activities designed to make sales or acquire donations, but that's not their only role.
SEO and PPC used in performance marketing
When used as part of your performance marketing efforts, SEO and PPC are more about making sure your product and services pages show up in searches (or your donation pages if you're a charity).
This means putting more emphasis on ranking for keywords and search terms that imply a stronger likelihood of buying, so that there's a greater chance of showing up when people are getting close to making a purchasing decision.
But not everyone that's conducting relevant searches is ready to buy; many will be conducting research futher back in the buying journey. That's why you also need to invest in SEO and PPC for brand building.
SEO and PPC used as part of your brand marketing
Not everyone who heads to the internet and performs a search relating to what you sell or do is immediately ready to buy.
Some may only just have developed a want or need that your product or service could fulfil, but the operative word there is could; to be certain, they'll want to do more detailed research.
While they're scouring the web for information, they'll be looking for products or services that appear to be:
the best fit
offered at the right price
from a trustworthy business
You can tap into these searches with SEO and PPC designed to highlight things like case studies, 'how-to' guides, and blogs - content that helps position your products or services as not just a solution, but the solution. And that showcases your bona fides so potential customers can see you can be trusted.
Instead of targeting keywords and search phrases that indicate near-term purchasing intent, SEO and PPC used for brand marketing is all about honing-in on searches that are suggestive of someone who is nearer the beginning of their buying journey.
How to Use SEO and PPC for Brand Marketing: A Practical Example
Now you know that SEO and PPC aren't solely about making sales, and that they have a role in brand marketing, let's take a look a practical example.
Imagine you are a promotional giftware business that sells custom branded pens, mousemats, drinks bottles, and more. To effectively reach potential customers, you need to understand their search journey and tailor your SEO and PPC strategies accordingly.
The Initial Discovery Phase: Broad Searches and Inspiration
Someone thinking of investing in promotional products will likely begin with broad searches like:
"promotional gifts"
"promotional gift ideas"
"examples of promotional gifts"
These searches indicate an exploratory mindset. They're looking for inspiration and a general overview of available options, and are definitely not ready to buy just yet. Showing up for these keywords is challenging due to high competition, but it's crucial for initial brand visibility.
SEO and PPC Tactics for Discovery:
SEO
Create comprehensive category pages showcasing diverse product ranges
Develop visually appealing galleries and lookbooks
Optimise for long-tail keywords related to specific product types (e.g., "eco-friendly promotional gifts")
Create listicle style blog posts like "10 Unique Promotional Gift Ideas for 2025"
PPC
Run broad match campaigns to capture a wide audience
Use visually compelling ad extensions to showcase products
Implement remarketing campaigns to re-engage users who visited your website
Refining the Search: Identifying Preferences and Value
Next, the customer begins to narrow their choices, focusing on value and customer preference:
"promotional gifts people keep"
"best promotional gifts"
"what promotional gifts do people like"
These searches reveal a desire for effective, appreciated promotional items. This is where your brand building SEO and PPC can significantly impact, focusing on providing helpful, non-sales-oriented content.
SEO and PPC Tactics for Preference Identification:
SEO
Create in-depth blog posts like "How to Choose Promotional Gifts Your Customers Will Love"
Develop downloadable resources, such as "The Ultimate Guide to Choosing Promotional Business Gifts"
Produce informative videos showcasing the benefits of different gift types
Create comparison pages, like "Promotional Pens vs. Promotional Water Bottles, which is best for you?
PPC
Target these long-tail keywords with informational landing pages
Utilise lead generation forms to capture contact information for future nurturing
Run display ads on relevant industry websites and blogs
The Comparison Stage: Evaluating Specific OptionS
Finally, the customer compares specific products. This stage can be more challenging to track, but strategic content can still influence decisions:
"branded pens v branded pencils"
"how do branded pens compare with other types of promotional gifts"
SEO and PPC Tactics for Comparison:
SEO
Create detailed product comparison pages
Develop case studies showcasing successful promotional campaigns
Optimise product pages with detailed specifications and high-quality images
Create a FAQ section that answers common comparison questions
PPC
Run targeted campaigns for specific product comparisons
Utilise shopping campaigns to showcase product variations
Use ad extensions that highlight unique selling propositions
The Brand Marketing Advantages of SEO and PPC, And How They Improve Your Performance Marketing Results
Using SEO and PPC strategically across the entire buyer journey like this offers several brand-building advantages:
Increased Website Traffic: Drive targeted traffic to your website
Enhanced Brand Exposure: Introduce your brand to potential customers
Establish Authority: Position yourself as an expert in the promotional giftware industry
Provide Value: Offer free, helpful resources to build trust
Facilitate Decision-Making: Guide customers through their purchasing journey
Together, they also boost your performance marketing results, because, now, when the potential customer is ready to make a purchase, you're already much more likely to be considered becasue your brand is familiar and you've been helpful.
So, when they search:
"suppliers of branded promotional pens"
"bulk promotional pen suppliers"
"best deals on promotional pens"
and your organic and paid results both show up, you're almost certainly going to get the click.
You'll still be one of several brands in contention, but you'll be a 'known brand' and that makes a big difference, because people buy from those they trust.
SEO and PPC In Brand Marketing: Key Takeaways
By strategically employing SEO and PPC to build brand awareness and trust throughout the customer journey, you create a powerful foundation for your performance marketing efforts. This familiarity and trust directly translates into higher conversion rates, making those later-stage, purchase-focused searches far more effective.
SEO and PPC are dual-purpose: They're not just for immediate sales; they're vital for building brand awareness and trust
Understand the buyer's journey: Tailoring your SEO and PPC strategies to each stage (discovery, preference, comparison) is crucial
Content is king for brand building: Informative content like blogs, guides, and comparisons establishes authority and builds trust. SEO and PPC helps ensure it gets found
Brand familiarity drives conversions: Customers are more likely to buy from brands they recognise and trust
Integrated SEO and PPC are most effective: Combining organic and paid strategies maximises visibility and impact
Enjoyed reading this blog? Found it useful and informative? Then show it some love on social media! And if you want hands-on help using SEO and PPC for brand building, check out our brand marketing services.