Search Advisory   Brought to you by Prominent Placement, Inc., provider of search engine optimization services and pay-per-click advertising

I’ve written before about how SEO and social media work well together (most recently here, also a long series here).  There hasn’t been much discussed about how PPC and social media can help inform each other.  An excellent article by Rob Birgfeld passes along some worthy suggestions:

1. Identify top performing keywords from PPC (as well as SEO) and use them in blog posts, tweets, etc.
2. Use PPC data regarding when people are searching for your products and services, and time your tweets and social media posts to coincide.
3. While social media is global, if your PPC data shows that you’ve got some hot markets, find influencial bloggers, Twitterers, etc. in those areas that you can connect with.
4. Do a rough measure of social media ROI by comparing time spent on social media to results yielded.  Compare this to your PPC ROI baseline.
5. While the social media team is gathering data from the SEM team, they should be providing information too.  Tag clouds and reports on what folks are tweeting and sharing can help guide PPC strategy.

Here’s the complete article again.