If your company shows up in both the organic and paid search results of a given search term, is that a good thing? Or a waste of money? That's something that Google itself has been researching, and today, SEO service BrightEdge took a closer look at one advertiser's approach for balancing search strategies.
Specifically, it released a case study about how hotel marketing agency HeBS Digital used integrated tools from both BrightEdge and Adobe to manage organic and paid search results for Loews Hotels. The strategy supposedly paid off in a 63 percent increase in revenue from online room bookings and 44 percent ROI increase on targeted keywords.
BrightEdge CEO Jim Yu says companies need to look at organic search results and search ads together, because "it's all one search page."
Google's research showed that 89 percent of paid search clicks are "incremental" (meaning that if advertisers stop running search ads, 89 percent of that traffic isn't replaced by clicks on regular search results), and that even if your company is the very top organic result, that's still true of 50 percent of paid search clicks — in other words, no matter how good your Google ranking, you still get extra traffic from buying ads.
Yu argues that the situation is a little more nuanced, and that it differs from keyword to keyword. In some cases, the paid and organic search results can reinforce each other, while in others they're more cannibalistic. Sometimes it makes sense to buy ads on a keyword where you already rank highly, sometimes it doesn't. The solution? Test things out, "keyword by keyword."
That's what HeBS Digital did, and it broke down its strategy into six steps:
- Select initial target site and keywords.
- Identify the top-ranking SEO keywords.
- Reduce your PPC bids on those top keywords.
- Move your ad spend to other keywords.
- Measure the impact on conversions.
- Repeat the process for other websites.
BrightEdge is the on-demand leader for Search Engine Optimization (SEO) Management. The company was started by Jim Yu and Lemuel Park to serve the unmet demand for enterprise-class technology that would help marketers extract the most value out of organic searches. During the two years following its inception, BrightEdge worked closely with the leading SEO practitioners at the largest companies to develop what is today the most comprehensive and user-friendly SEO platform. As a result, many Internet savvy companies...
Google provides search and advertising services, which together aim to organize and monetize the world's information. In addition to its dominant search engine, it offers a plethora of online tools and platforms including: Gmail, Maps and YouTube. Most of its Web-based products are free, funded by Google's highly integrated online advertising platforms AdWords and AdSense. Google promotes the idea that advertising should be highly targeted and relevant to users thus providing them with a rich source of information....
Jim Yu is the founder and CEO of BrightEdge, the leading enterprise SEO Platform. He combines in-depth expertise in developing and marketing large on-demand software platforms with hands-on experience in advanced SEO practices. Prior to founding BrightEdge, Jim was at Salesforce.com where he led a core part of the platform products team that delivered the industry's first cloud computing platform. At Aether Systems, Jim ran the product management team responsible for the product strategy, roadmap, and delivery of the...
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