Why PPC and SEO need to work together

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Search spend now accounts for almost a third of advertising spend in the UK, and has grown consistently since 2001.

Balancing the marketing mix is a huge challenge facing any CMO or marketer, and it’s no different in the world of search. It can be difficult for brands to find the right blend of PPC and SEO, ensuring that marketers are getting the most out of both. It’s one of the more nuanced choices marketers have to make.

Too much of one or too little of the other and marketers could be in the position of unnecessarily wasting valuable budget or, on the flip side, marketers could be in the position where they are not delivering the results search could be yielding for their brand.

Forward3D’s application and understanding of data has helped to advise clients on their best strategy for success. By having using an integrated approach to strategy, appropriate recommendations can be made to allow marketers to balance activity. For one major airline client, aggregated performance data enabled us to make the recommendation to turn off PPC for brand keywords meaning they could deploy that significant marketing budget for acquisition purposes elsewhere.

So, with this in mind, how do you approach the seemingly complicated relationship between PPC and SEO to yield the best results?

Setting up for success
Without aligning PPC and SEO teams, it’s difficult to implement an appropriate strategy. Although it may seem obvious, many companies still report on search as two separate channels when an aggregated view can add a much greater value. This visibility into integrated search performance is crucial to understanding what impact individual channels have on the overall performance mix.

For example, if paid search click-through rates (CTR) increase then organic traffic might well be expected to drop. However, if marketers report this at search engine marketing (SEM) level, they’ll find that total brand traffic is likely to be flat, as it’s the proportions (and costs) per channel that are actually shifting. Teams need to have visibility and understand how changes in performance at this granular level can impact the entire business as this information is critical when planning budgets or future activity. – Read more

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