New Businesses Can Benefit Greatly from Combining PPC with Organic Search My first experience with marketing in any medium was when I met a DJ and promoter of Ottawa’s underground music scene. He had started hosting a weekly alternative music night at a local bar, and needed to get the word out, so he had several hundred flyers designed and printed, and then distributed them himself at each place he visited. A few people took an interest and started coming out, and eventually they started to bring their friends, and those people brought their friends, and so on. He slowly created genuine buzz around his event and eventually no longer needed the flyers, except for special events. I didn’t realize it back then, but my enterprising friend helped me learn a lot about marketing and his strategy for growing his audience over time through paid and “natural” efforts corresponds to how a pay-per-click (PPC) and an organic search engine optimization (SEO) marketing strategy can effectively work together. They are two separate services; however, when used in combination as a single approach can help new businesses grow and flourish. What are Organic and Paid Search? When you conduct an online search, you almost invariably get two different kinds of results: paid ads, and organic results. These both got onto your results page by different methods, and we’ll explain each. Paid results are part of a business’ PPC campaign. They have purchased this ad space, bid on targeted keywords, and they only pay when their ads are clicked on. Paid advertising allows you to target specific demographics like age, gender, location, and more. When you buy these ads, they will appear on the first results page within 24-48 hours, but keep in mind that their click-through rate varies. Users with the intention of buying, especially for specific products, are more likely to click on a paid result. However, as soon as you discontinue PPC advertising your ad disappears from the results page. Organic results are achieved over time through compounded, consistent efforts. Having your website listed in the organic section on the search engine results page requires a well-executed continuous strategy. However, the efforts are well worth the investment as between 70-80% of people click on websites in this section. This is because like word-of-mouth users tends to trust organic results more than they trust ads – they perceive a well-ranked site as being authoritative on most subjects. With ongoing SEO, your page can continue to rank well for a long time. So How Should they be used Together? As mentioned, organic SEO takes time – it can be weeks before a new site is indexed, and months before it ranks. But this doesn’t mean you can’t get some traffic. Just like how my friend the DJ used flyers early on, you can use paid search to attract people to your website before it’s indexed. And just like growing word-of-mouth awareness around local events, these people engage with you, tell their friends about you, and share you on social media, giving you clout with the search engines. That way, when your site is properly indexed and begins to rank, that influence and traffic will boost your natural or organic rankings. By using the benefits of two different strategies to your advantage, you have the power to substantially boost your business while it’s still in its early stages. If you’re interested in putting PPC and organic SEO to work for you, the digital marketing experts at SEO TWIST are here to help.
Other Featured Marketing Articles
Organic is Better, and We’re Not Talking Vegetables09/12/2017
Why Organic SEO is the Ruler of Digital Marketing Channels
Organic web traffic is the crème de la crème of web traffic. Organic users are searching FOR YOU. They want to know more about your products or services and as an organic user, they will likely convert and return to your site if you employ organic SEO strategies. Even though paid search boosts conversion rates, and social media sites increase brand awareness, organic search engine optimization (SEO) still rules the digital marketing world. While you shouldn’t neglect any marketing channel that is effective in its own way, NEVER neglect organic SEO.
The Different Types of Search Traffic
For those who need a quick lesson in the various types of search traffic, read on. These are good to know so you can better understand where your traffic is coming from, who your audience is, and how you can increase quality traffic to your site.
When visiting your website, users typically enter your website’s URL manually or use a bookmarked page. They directly visit your site instead of relying on a link to guide them. These are typically your clients, returning customers, or your employees—it’s important to filter out internal IP addresses, so employee traffic isn’t included in your results.
This type of traffic is caused when users rely on a referral link to your site—i.e. from search engine results pages (SERPs), social media, and blogs. For example, if you post a quality blog article on your website and someone shares it on social media, their post will include a link back to your site.
Users are visiting your site via a search engine, such as Google or Bing, and as you rank higher for competitive keywords, your organic traffic will increase. Websites that regularly post quality blogs will notice an increase in organic search traffic and a higher ranking in search results. The bottom line: organic SEO improves organic traffic.
Organic Delivers Relevant Traffic
It’s important to understand that organic traffic is relevant to your product or service. Organic users search for keywords relevant to your website. Since they are on the hunt for something you offer, they will be more inclined to convert and make a purchase. While paid search often performs better for immediate conversions—since people who click on paid search links tend to be in a hurry and are more likely to convert—a combination of organic SEO and paid search will outperform either channel on its own.
Organic Vs. Social Media
Social media sites can change their platforms and policies in an instant, leaving you with little control over your content within the confines of these sites. One day, everything is going well, and the next, you have to start forking out big money to keep your profile visible. Who knows? But it could happen… Social media users also tend to have a higher bounce rate than organic users. They will look at a page or two on your site, then go back to scrolling through their social media newsfeed. Organic users are also more likely to keep browsing through your website and return in the future. Ultimately, organic = quality traffic. There is no doubt that social media and paid ads will generate traffic to your site, as social media is great for brand awareness and selling products. But if you want people to find your store and remember you, you must also go the organic route.
Organic Has a Great ROI
With paid ads, your online presence is only around as long as you keep paying. Thus, if you stop paying, you will lose traffic. But with organic SEO, you don’t have to rely on constant investment. You can set up your site, update the content, and invest in paid ads to generate more traffic when it suits you. And the best part is: with organic SEO, your audience is always coming to you, looking for a product or service that you offer, which leads to a better return on investment (ROI). Since each digital marketing channel has its own unique benefits, you’re better off diversifying your digital marketing strategy to reap the benefits they each have to offer. But at the end of the day, investing in organic SEO will increase your overall ROI. Make an effort to spend your resources on quality content with organic SEO strategies. By embracing the wonders of organic SEO, you can increase organic traffic and conversion rates, profits, and, best of all, your loyal customer base. Remember, organic SEO is better, so don’t neglect it!read more
PPC & Organic SEO are Separate but Necessary05/23/2017
FYI, PPC Ads Do Not Directly Boost Organic SEO Results
Since both pay-per-click (PPC) ads and organic search engine optimization (SEO) can improve a website’s Google rankings, you may confuse the two and think that PPC will directly help organic SEO. Yes, both use keywords for optimization, and both are valuable elements of a successful digital marketing strategy, but they are separate, so you should not rely solely on PPC to improve your organic SEO rankings. PPC ad campaigns can drive more visitors to your website and make up for a temporary decrease in SEO traffic, but you should also be working on organic SEO to boost conversion rates. Optimizing websites with quality content will keep visitors on your page, reduce bounce rates, and increase the possibility of conversion. If you have little traffic and low conversion volumes with some of your AdWords PPC campaigns, consider using the following tips for collecting and making the most out of your data to drive traffic and boost conversion rates.
Plan Your Campaign Goals
Planning your campaign goals is always a great place to start. Your goals could include:
- Increasing Your Brand Awareness Figure out the amount of quality traffic that is being directed to your website. The metrics to focus on are Clicks and click-through rate (CTR)—the percentage of visitors who click on a link compared to the total number of users who view the website. You can keep an eye on any improvements with these metrics as you improve your strategy and content.
- Improving Site Engagement Use Google Analytics to measure website traffic and performance and to ultimately improve engagement metrics. If you have an increased bounce rate for high-traffic keywords, then you can optimize your website engagement by improving the landing page content to keep visitors on your website and coming back for more.
Creatively Track Conversions
There are plenty of ways to track conversions, some of which may seem out of the ordinary.
- Track Offline Conversions If the majority of your conversions occur offline, or somewhere that Google AdWords can’t track, you can track these invisible conversions with Google Click Identifier (GCLID) imports from customer relationship management (CRM) products, such as SalesForce.
- Track Telephone Calls You can track telephone calls and import the calls into the AdWords interface with Google’s call tracking tag. This tracks users who call your business after clicking on a PPC ad.
- Track Softer Conversions Softer conversions—such as the amount of time visitors spend on your website or the number of pages they view—can also be tracked to determine data such as where valuable and interested users are coming from. You can track these softer conversions by setting up Goals in Google Analytics and importing them into AdWords.
Set Up Campaign-Level Audience Lists
These lists allow you to target audiences for a longer period of time (maximum 540 days) and gather more significant data on user behaviour for your website. Aim to have at least 1,000 target users on these lists. It may take a while to gather any significant data, but it will happen. You can eventually use this data to adjust your content in favour of specific trends.
Try Various Testing Methods
Like a scientific test, testing a website’s performance, user activity, and your overall ad campaign will deliver results you can use to improve the performance of your ad campaign, increase traffic, and improve conversion rates.
- Controlled Testing Although controlled tests will usually run for a long period of time, they will eventually provide significant results, even for low-conversion-volume websites.
- Sequential Testing Run sequential tests for the same duration of time for each test group—i.e. a test for the control group for five days, and then a test for the experimental group for five days.
Use Google Analytics Data to Optimize Your PPC Ad Campaign
By combining Google Analytics data and metric data from the AdWords interface, you can collect significant data to optimize your website and PPC ad campaign. Google Analytics offers custom reporting metrics on website visitors based on the day of the week and the hour of the day. So if you notice a specific time where visitors are more likely to convert, you can add an increased bid adjustment to AdWords based on this data. By staying on top of your PPC data and also striving for quality content to improve your organic SEO rankings, you can have a successful digital marketing campaign that will boost website traffic and conversion rates, especially for those websites that are lagging behind.read more
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