A winning team requires the proper line-up, teamwork and the ability to fill-in the performance gaps. A winning team for search requires the proper line-up of Paid and Organic strategies to ensure increased visibility and growth. Many B2B companies pigeonhole PPC as strictly a lead gen or a sales tactic but now is the time to go from tunnel vision to full spectrum search.
Why do we all need to start paying attention to organic and paid search integration? With the recent changes to Google’s SERP results page, many companies are starting to see organic visibility slide along with organic traffic as paid advertisers are garnering more real estate on the page. Google continues to push more algorithm updates and while they many not all be as impactful as RankBrain, Panda, or Penguin, SEO and organic rank is becoming increasingly difficult to manage.
I cannot tell you how many times we hear, “Is paid going to impact our organic search performance?” or “Is it going to cannibalize our brand’s traffic?” Study after study has found that answer to be No! Strategic Paid Digital Media only enhances search performance and boosts organic activity.
And for skeptics, here are a few recent stats on the integration of paid and organic search efforts:
- Integrating PPC and organic SEO efforts results on average in a 25% increase in organic traffic (Business2Community)
- 50% of clicks by paid ads are not replaced by organic clicks when the ads are absent and the website has a first position organic search ranking (Search Engine Watch)
- 27% Increase in Profit with Combined PPC and Organic efforts (Business2Community)
Search marketing should be holistic and strategic with integrated PPC and organic efforts. It’s time for marketers to start taking a look at Paid Search as a way to also grow visibility and traffic. An integrated search marketing program will allow you to conquer SERPs and take ownership of your priority keywords. SERP ownership equals authority in the consumers eye which equals success.
But where do you start? Let’s assume you currently have an SEO program in place and are looking at entering the realm of PPC. Here are a few tips and tactics for getting your integrated search marketing effort off the ground.
#1 – What do you HAVE to bid on keywords you’re already ranking for?
Every company has specific keywords or phrases that are ‘make or break’ terms for them. The queries driving the majority of your traffic, leads, sales or whatever you may be doing. These handfuls of keywords are typically LATE FUNNEL and directly relate to your product or service.
We always recommend owning these types of queries, even if you’re currently on the 1st page or in first position organically. The stats above prove that query ownership leads to trust and trust leads to additional clicks, leads and revenue.
#2 – What you SHOULD bid on?
Maybe rankings have started to slide. Maybe you’ve never ranked for the keyword but the term is an important component of your product or service. What do you do? BUY IT!
The SEO game is tough and if you should be visible for certain keywords but are unable to get a reasonable rank, the best, immediate solution is to start bidding on that term.
Remember that paid search is something you can easily turn off and on. If ranking improves and the ads activity doesn’t warrant the spend, turn it off.
#3 – How do you conquer keyword expansion & create a strategy?
Let’s say you’ve been paying attention to Search Console and have started seeing particular search quires driving traffic or maybe you have a new product you’re launching or MAYBE you just have a hunch that content built around a particular keyword phrase is going to be the lead gen treasure. Test it out on AdWords and find out.
Launching small PPC campaigns is a great way to test the opportunity available along with getting a glimpse into how people are searching for a particularly topic or product so pay attention to your search query reports.
Just make sure that you’re not putting too many limits on these types of campaigns. You want to see what the general queries look like. I typically use broad match or broad match modified and run only crucial negative keywords. Use your best judgement with match types and negatives. You also need to give it some time so don’t start making too many changes and drastic bid adjustments, but keeps those ads no lower than 3rd position.
Optimizing PPC Performance
Now that you have a few guidelines for your SEO/PPC keyword integration, it’s time to take a look at performance.
Make sure you pay attention to the Search Query Reports in AdWords. At TopRank Marketing, our practice is to review these as a team to see if we have any new organic targeting opportunities, unqualified traffic issues and engagement vs. reach.
Within the AdWords Dimensions Tab you’ll find the Paid & Organic Report. This report gives you a peak into how your Paid and Organic programs are working together or not working together.
The Paid & Organic Report will show you:
#1 – Co-Exposure – Overlap
Understand what % of traffic can be attributed to either paid or organic. This will also give you insights into how that traffic relates to the position. Maybe you can start bidding certain keywords to a lower position and see if organic is able to absorb the loss to paid traffic and vice versa.
You should also monitor engagement rates when both pair and organic search listings are at play. This will be a good indicator of the positive or negative value provided with dual listings.
#2 – Keyword Opportunities
The report is also going to show you where you are seeing organic presence or paid presence only. Use this report to help guide your expansion efforts. If you’re seeing great traction with a particular keyword organically, you may see improvements by including a paid as well.
If certain paid terms are seeing exceptional engagement rates or volume but you have no organic presence, it’s time to inform the SEO team and start building out content.
You will need to make sure you’ve sync’d your AdWords and Google Analytics accounts in order to access these reports. This should be step 1 whenever your creating an account.
Hopefully these tips for PPC and SEO integration will be the start of a new, beautiful friendship. A winning team that’s focused on an integrated approach to the quest for search success.