30 May How can you maximize your results by combining SEO and AdWords?
Earned SEO is getting more and more difficult and paid search shouldn’t be evaluated solely apart from those efforts. Even if you have gained notable success in levels of search visibility, paid search will improve on results, not compete with them. Below are 5 top reasons why businesses should consider combining their SEO strategies with Google AdWords.
Your Business Brand is More Clearly Identified
When it comes to the big data that you have collected and interpreted to understand your tracking conversions, you know that which consumers are seeing your brand and visiting your site via owned, paid, and earned media by their journey to purchase. By determining optimal paths and messaging along their route, digital marketers can make better critical decisions for your success.
You probably need your company’s brand to be seen by more potential customers and move them up to the top of the funnel with your organic and non-branded paid search terms. Firstly, ensure that the bottom of your funnel is working correctly and then try to find a strategy related to how you are going to increase acquisition to the top of your buyer’s funnel.
Once more consumers are in your funnel, you can go back to those who are not converting and use paid search retargeting to re-engage them. The higher number of prospective consumers that you can turn into buyers means you now have more promoters who are talking about your brand. Ask them for product reviews, business reviews, and if they are willing to comment or share with their network across social channels.
This is generally known as push vs. pull marketing and leverages both paid and earned search to expand recognition of your brand.
Increase Your Website’s Visibility in SERPs
Google Search Engine Results Pages are becoming more visual with advances in algorithms which may contain featured the Google Answer Box, snippets, rich cards, and lots of information with ad extensions for paid mobile marketing. To both compete and win for searchers’ attention, your business can gain the added visibility by intertwining efforts across the individuals who are working on earned search for you and paid search teams. Getting on the first page is great but being listed more than once is even better. There are times when our paid ad for a client displays at the top -where paid results are listed-, in the Google Knowledge Graph on the right, and within first-page organic SERPs.
That consumes a vast amount of real estate, mainly if both your paid adds and earned search ranking is listed in the top three organic and top three paid positions respectively. Your advantage is clear if all other ranking factors are comparable.
Increase Click-Through Across Paid and Earned Search
Increased number of clicks to your website naturally brings an increase in search visibility by earning more domain trust. While it is still true that clicks aren’t a useful measurement of success, they are a preliminary step in better conversion rates. According to the study conducted by Google, 50 percent of clicks generated by paid ads aren’t exchanged by organic clicks when the website has the top position organic search ranking, and the ads are gone. The study additionally indicates that as the organic search ranking decreased, the percentage of clicks not replaced by an AdWords increases. This supports the proposition that organic search alone can’t possibly drive as much wanted traffic to a website as organic search combined with paid search. Conduct even a low budget paid campaign and watch the increase in your earned results as a correlation.
Earned Search Rankings Are Volatile while Paid Ad Rank Is Not
Your earned rankings can fluctuate daily. One day your web page is in the top three for a high-priority search term, and the next day it can disappear from the first page in SERPs. Saying that we now know that Google’s algorithm update regularly and user-interface demands change and organic rankings seem more fluid and hot-blooded than ever.
Putting your funds into AdWords is different.
After you have optimized your quality score, AdWords account, budget, and bidding strategies, your Ad Rank’s position in relativity to other ads is typically reasonably consistent. Paid search marketing demands a significant amount of regular monitoring and tweaking to achieve the right Ad Rank and lower costs per conversion, but marketers still have far more control over the ranking of your ads than SEO professionals do over organic search rankings.
Joining Paid and Earned Marketing Teams Reduces Costs
Some people have mistakenly believed that paid ads are just for companies which have $1,000’s to spend. If the ad targeting is focused on the core target audience then small to mid-sized business can compete. It is still possible in many ways to spend less money and gain decent results. For many targeted terms, it is possible to obtain low-priced bids which can increase your exposure online.
One great thing about Google’s ad auction platform is that it truly levels the playing field, and allows smaller businesses that are savvy to compete effectively with the bigger budgets as it is more about how relevant you are to the search query and less about how much you bid. Google stops showing an ad if it determines it is not a good match. Its chief goal is to keep the person using Google search happy and to return. Businesses that are so large and sprawling that marketing teams sometimes find that even their deep pockets can’t achieve bidding well on everything. Closely joining your SEO teams work to what SEM marketers know produces revenue and conversions. Your quality score will drop, and your conversions will cost more if your landing page is not strictly themed to support the keyword terms that your paid marketer can win on.
By supplementing your organic SEO strategies with Google AdWords, your company has much to gain. These benefits can be obtained by all types of businesses no matter whether non-profit or for profit, regardless of size or industry.