SEO vs. PPC: A Few Forgotten Truths

My Post - 2019-07-11T151519.302.pngFor years, people in this industry debated the merits of paid search advertising versus organic search marketing.

Which was better?

Which one should you put your resources into?

Honestly, I thought we’d settled this argument a long time ago:

You need both!

But recently, the topic came up again amongst some of my clients.

I can see why. If you weren’t part of the original discussion, this conclusion might not seem so obvious.

Therefore, allow me to use this article to express a few forgotten truths in the SEO versus PPC debate.

1. Paid Search Can’t Replace Organic (& Vice Versa)

Paid search and search engine marketing are different beasts.

One is not a substitute for the other.

Each comes with its own strengths and weaknesses.

Paid search, for example, is really good at driving non-branded traffic to your website.

Here’s a classic PPC scenario: The user knows nothing about your brand. They search for a product they want to buy.

Your ad displays at the top of the search results page. The user clicks on your ad to see what you have to offer.

In so doing, they get more familiar with your brand and move further along the conversion path.

Can organic search do this? Perhaps.

But even the highest ranked organic search result won’t display at the top of the page.

At best, your organic listing will display in the middle of the page.

At worst, your listing will be many pages deep.

Similarly, organic search is really good at driving branded traffic to your website.

A classic SEO scenario: The user knows your brand. They search for your brand name.

Your site shows up at the top of the organic search results. The user clicks on your listing and goes to your website.

Can PPC do this? Yes, which is why you should also bid on brand in PPC.

But what if your ad is the only thing that displays – with no organic listing? That could cause the user to question the legitimacy of your brand. So ideally, you’d have both.

Both of these tools bring strengths to the table. Why wouldn’t you want both of them working for you?

2. Neither SEO nor PPC Is Free

A common argument against PPC is that it’s expensive. You have to pay every time someone clicks on your ad. And if your accounts are professionally managed, you have to pay for that too.

But as any SEO expert will tell you, SEO also takes time, money and expertise.

If you want it done well, you’re going to have to pay for it – whether you’re paying an in house SEO manager or an outside consulting firm. – Read more

A Beginner’s Guide to Shopping Ads

My Post - 2019-04-11T144601.280.jpgIf you work in ecommerce paid search, then having a working knowledge of Shopping Ads is essential for keeping up with the competition.

This chapter is for the purpose of giving you that working knowledge, and we’re going to do that by focusing on these three components to Shopping Ads:

  • Feed Setup & Management
  • Campaign Setup
  • Ongoing Optimizations

Feed Setup & Management

Because Shopping Ads are automated based on data you send to the engines, shopping feeds are crucial to success in Shopping Ads.

For feeds to work as needed, you need to send the feed with a feed provider (or do it yourself) to Google/Bing Merchant Center, after which you need to link those to the engines so you can actually advertise them.

What are you actually doing in Google Merchant Center?

You are sending your product data to make a feed according to specifications (make sure you get required fields completed, and add as many recommended fields as possible): – Read more

16 Ecommerce Trends That Will Drive Sales in 2019

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Ecommerce is changing. Mobile conversions continue to be on the rise—mobile saw sales increase by 55 percent in 2018, and Forrester predicts that by 2022, smartphones will account for $175.4bn USD in retail sales.

Customer expectations are growing at the same time: 38 percent of shoppers now expect high street businesses to offer same-day delivery.

Other ecommerce trends are very much in line with the web design trends that are pushing the industry forward this year. Progressive web apps, for example, use advanced technologies to bring the speed and features of a mobile app to a mobile website, even allowing for shopping platforms to be accessible offline, points out fashion and beauty ecommerce specialist Mari Corella.

“The key benefit to retailers is that they no longer have to choose between investing in their mobile sites or their apps,” she explains. “Some retailers may even drop their mobile apps entirely in favor of a PWA.” – Read more

11 Ecommerce Growth Tactics

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2019 is just around the corner, and with the new year closing in, we knew it was time to gather data and assess the current behavior of ecommerce companies, their strategies, and how it affects consumer behavior.

Search engines and easy access to customers have only become more competitive, making it even more essential for businesses to be aware of how they measure up.

To help you assess where your business stands and uncover every single tactic you can use to give yourself an edge, SEMrush collected and analyzed data from more than 8,000 ecommerce sites, the Hallam Agency shared detailed insights from their experience with ecommerce clients, and we rounded up advice from 9 influential ecommerce experts from all across the world.

In this post, we have combined our data on the most successful tactics so you can improve your online marketing strategies as we move forward into the new year. – Read More

How (and When) to Hire An Ecommerce Expert to Level Up Your Business

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One of the most unexpectedly instructive memes out there today is “You have the same 24 hours in a day as Beyoncé.”

It’s easy to look at it as an entrepreneur, drowning in tasks and to-do lists, and feel overwhelmed, or inspired, or even just irked. But there’s a valuable hidden lesson there that most people overlook: Beyoncé spends those 24 hours doing what only Beyoncé can do. – Read

5 Tips Marketers Can Learn From Seemingly Elusive Luxury Brands

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Luxury is characterised by striving to capture the best of us, whether that is expressed through the clothes we wear, the food we eat, the places we stay or the cars we drive. While the goal is to achieve and deliver on the best of the best, the definition of luxury is always changing, shaped by and shifting to meet consumer sentiment and behaviour. Today, new defining criteria of luxury are emerging based on shifts in the scarcity of certain experiences and new priorities in consumer demand. Brands are able to charge a premium for privacy, security and anonymity—all characteristics of luxury experiences born in response to consumer demand in the age of big data. – Read