How Brands Can Use Paid And Organic Search Combined To Drive Results
Most organisations treat organic search and paid search as entirely separate entities, run by different departments. This is because organically, you’re looking to increase traffic by increasing your rankings in Google’s core search results. While this might seem like a simple task, actually getting it right takes a little research and work. This is so because paid search relies on PPC (pay-per-click) ads to generate visits and conversions, whereas organic search concentrates on SEO (search engine optimization) for growing web traffic.
The spectrum of SEM and PPC, the two most effective methods of driving traffic to your website, are not as far apart as you might think. Both have their strengths and weaknesses. If you can combine both strategies and create a holistic approach that maximises the return on investment (ROI) for each, your business will be rewarded with more conversions, better user engagement, and overall more ROI.
It may seem reasonable to think you must choose between organic and paid search, or even pursue the two tactics independently. Experts in digital marketing however say there are several ways these two strategies can complement one another and aid your company in achieving its objectives.
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1. Put Your Keywords First
The keywords you select are crucial, as you are already aware if you have been using organic search as one of your digital marketing techniques. You may focus your marketing materials and content on the keywords and phrases that your target audience uses by using tools like Google Analytics and the Google Keyword Planner.
To test their effects on your traffic and conversions, you can use the same keywords in your PPC ads. To calculate the cost of a campaign using various keywords and phrases, use the same keyword tool in Google Adwords. The same keywords can be used in your website content to target organic rankings if your PPC campaign is a substantial success.
2. Making Use of Your Paid Search Data
Data becomes one of your most effective weapons when you choose to sell your brand online. This is especially true when deciding what kind of content you’ll provide to attract visitors. You may find a tonne of information about the most popular terms using Google Analytics.
You may start examining this information and putting it to use in all of your digital marketing platforms. For instance, you can employ PPC click-generating keywords in your website’s meta descriptions. By doing this, you can increase the organic traffic to your website and improve its ranking.
Observing which words and phrases perform well can help your company come up with ideas for new, intriguing content. For instance, it might be time for a series of instructive pieces if readers want to know “how” something functions.
3. Engage Repeat Clients
The typical consumer shops online for roughly 5 hours every week. Unfortunately, the majority of customers won’t recall your establishment after just one visit.
Customers may have discovered your website through organic search using a longtail term for which you have achieved good search engine positioning. However, not every buyer decides to buy during their initial visit, so you’ll need some methods to persuade them to come back. Here is when paid search can come in handy.
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You can use PPC advertisements to target these customers with remarketing campaigns. Consumer activity is tracked in the website’s cookies when they visit your site or leave their shopping cart empty. On any website that takes part in the Google Display Network, you can employ paid advertisements to keep displaying messages or items.
4. Create Brand Awareness by Increasing Visibility
The more times someone sees your company name, tagline, or link to your website, the more likely it is that they will click on it. If a searcher sees your organic link on the same page as a sponsored advertisement, they are more likely to click on it.
Combining your SEO and PPC activities will give your brand more exposure. Due to financial restrictions, you might not want to appear twice on the page for every keyword. However, if your company is advertising a promotion or attempting to increase brand visibility relative to a competition, this could be a good tactic.
Organic and paid searches are frequently treated as independent entities by digital marketing organisations, which then use various techniques for each. However, combining your efforts will yield better outcomes.
The goal of SEM is therefore to get people to click on search ads, visit a website and make a purchase. Keeping track of the keywords that are driving traffic from organic search helps you understand what’s working for your brand so you can cast that net much wider in paid search.
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Therefore, using SEO and PPC together to take the top place – SEO and PPC can both help you make the most of space on the Search Engine Ranking Pages (SERPs). For instance, bidding on particular commercial terms can move your ad to the #1 position, above the top organic search result, even if you are currently ranking first organically for certain brand keywords. Due to your increased visibility, you receive more clicks overall, which raises the volume of traffic as a whole. Additionally, there are so many brand-new searches each day that it is impossible to pay for every click or advertise every piece of content on your website. Along with sponsored search, you must continually endeavour to establish a good organic presence.
Use remarketing to increase the conversion rate of organic visitors – Even if your website is ranking quite well as a result of your SEO efforts, the majority of prospective customers or leads need to be nurtured before they make a purchase. For example, a user might add items to their cart and then remove them. To entice such visitors to return to your website and complete their purchase, you might supply them with an alluring offer using PPC remarketing advertisements. To encourage them to explore new pages and sections of your website, you can also target them with various adverts and value offers.
Utilise PPC as a proving ground for SEO keywords – While SEO takes a lot of time, effort, and money, professionals are frequently unsure of whether targeting a specific phrase would be profitable. Buying PPC advertisements for a keyword is one technique to see if it has any SEO potential. You may keep an eye on the campaign’s progress; if it fails, you might want to think twice about using SEO for this term. If it does well, on the other hand, you can incorporate the keyword into your SEO campaigns and optimise your website for it.
In conclusion, both SEO and PPC are essential elements of a brand’s digital marketing plan. While SEO offers long-term strategic advantages like brand credibility, PPC enables firms to connect with interested individuals when they are most likely to make a purchase. You may benefit from the best of both worlds and open up a whole new world of search marketing prospects with the aid of an expert digital partner.