PAID SEARCH ADVERTISING AND ORGANIC SEARCH — DEPLOYING THESE TWO APPROACHES TOGETHER

You aim to achieve high rankings on Google's search engine results pages (SERPs), which is crucial as Google accounts for 93% of global searches and 96% of mobile device searches. With over half of 16- to 64-year-olds making weekly online purchases, optimising your SEO and SEM strategies can lead to substantial revenue.

Now, let's not oversimplify the choice between a robust paid search (PPC) campaign or a strong organic SEO effort. It's more beneficial to adopt a nuanced approach, recognising how these two digital marketing methods can complement each other. Explore further to understand how combining organic search with paid advertising can yield excellent results.

LEADING WITH ORGANIC SEARCH

Begin with organic search. Since you don't pay for clicks in organic campaigns, it will likely serve as the foundation for your promotional and customer support efforts. However, remember that organic search doesn't operate independently; it can also guide and enhance your paid search campaigns to achieve improved outcomes. Here's how this synergy can be effective.

BUILDING KEYWORD UNDERSTANDING

Creating content for organic search is a valuable method for gaining a deeper understanding of the keywords you're targeting. By analysing your analytics, you can identify the search terms that have driven traffic to your website and those that have led to user actions like conversions and subscriptions. Keep in mind that with PPC advertising, you're incurring costs for each click, so it's advisable to familiarise yourself with the intentions and objectives of your searchers before launching your ads.

DEVELOPING YOUR CONTENT

You require content for both organic and paid search advertising. Generating content for your organic SEO efforts assists in comprehending user engagement, and you can leverage this knowledge when developing landing pages and other content elements for paid SEM campaigns.

CONTROLLING YOUR MARKETING BUDGET

Organic search isn't entirely cost-free. It demands your time and effort to create content and optimise your pages. Nevertheless, you won't incur direct expenses for these outcomes. Producing organic content internally enables you to attract traffic without the need for advertising expenditure, ensuring your marketing budget remains manageable.

LEADING WITH PAID SEARCH

Paid search advertising will consistently hold a significant position in your overall marketing strategy. Thus far, we've examined how organic search can bolster these paid campaigns, establishing a robust groundwork for PPC and other advertisements. But what about the reverse approach? Here's how you can initiate with paid search, follow up with organic search campaigns, and attain success across the spectrum.

HITTING TRICKIER KEYWORDS

In an ideal scenario, you could produce content centered around any preferred keyword and promptly secure a ranking for it. Yet, in actuality, the situation differs somewhat. Achieving organic rankings for highly competitive search terms and phrases can be quite challenging. This is where paid search advertising comes into play, assisting you in maintaining a presence on SERPs for these more challenging-to-rank terms.

DRIVING OTHER CHANNELS

Your company requires traffic and attention from various channels. While Google's SERPs and other search engine pages are vital sources of traffic, they aren't the sole options available. Paid advertising can also stimulate engagement on alternative channels, including social media platforms such as Twitter, LinkedIn, and Instagram. This can serve as a dependable method to expand the reach of your business promotions.

ROLLING OUT NEW PRODUCTS AND PROMOTIONS

An organic search campaign evolves gradually as your content gains a solid ranking for specific keywords and phrases. However, there are occasions when you require a more immediate impact. For instance, when launching a new product or promotion, you may not have the time to establish organic performance. In such cases, opting for a swift strike with a paid campaign becomes a viable choice. PPC advertising can swiftly generate substantial interest in your new products and promotions as you simultaneously work on developing an organic campaign to complement it.

BRINGING IT ALL TOGETHER

Significant accomplishments in your online marketing can be attained by integrating paid search campaigns that inform your organic strategy, and by having organic initiatives that support PPC and other advertisements. It's crucial to remain cognizant of the synergy between these two approaches and utilise them in tandem as you promote your business and boost your revenue.

For further insights on how to achieve this synergy, please don't hesitate to reach out to our team. At Impressive, we are prepared to elevate your digital marketing efforts. Schedule your consultation today and receive a complimentary Marketing Plan from our experts.