Integrated SEO and PPC
Paid and organic search are the peanut butter and chocolate of the digital marketing world. One is good without the other, but when you put them together the combination is incredible. There are countless studies that talk about the increase in brand awareness, and the total impact of having both a paid and organic listing appear in search results. Don’t underestimate the business impact of having both listings when creating budgets or requesting funding for this highly cost-effective solution. When paid and organic listings appear together, they feed off each other, increasing both traffic and conversions through the paid listing as well as improving organic traffic and building company credibility through the organic listing.
Business Cases that Demonstrate the Combined Impact of Paid & Organic Search. There are countless studies that talk about the increase in brand awareness, and total impact of having both a paid and organic listing. Don’t underestimate the business impact of having both listings when creating the business cases for funding. For example, our data shows that for every 10 keywords in the top 10 total assists go up by 20 percent to get sales.
Test and Research
Your search query and analytics reports are great places to find new keywords to bid on, but don’t think that your initial keyword list is the final answer when you start organically optimizing. There are additional, often better opportunities that wait to be discovered through testing new keywords and using multiple variants to drive new traffic and sales.
Test your ad position for PPC, and measure the total impact on your sales. Maximizing every dollar only comes with a specific test and measurement plan. Don’t be afraid to make adjustments in the search for your optimal position and keywords.
Be Available to Consumers Wherever & Whenever
Consumers today are seamlessly switching from tablets to desktops to phones, and from social media to search. They don’t think about being served up content and search results because of PPC, SEO, or any other form of digital marketing solution.
All consumers know is content was there when they were ready to use it. As you design consumer-centric marketing programs, it is critical to remember that consumers use more touch points than ever prior to making a decision. Your company information and access to your products and services must be visible and available at all times, across all platforms.
Aligning your search strategies between paid and organic may not come easy. However, your consumer—therefore, your business—will benefit. A coordinated search strategy is just one piece of the digital marketing puzzle, but it is a vital piece that can offer a significant boost to your bottom line and help make the most of your advertising dollars.
SEO/PPC Integrated Case Study
Type of Site:
Lead generation website for Travelex Insurance, a leading online provider of travel insurance products and services.
Travelex Insurance came to 180fusion to get SEO assistance to improve their rankings in search engine results, as well as for help improving the profitability of their Adwords campaigns. Since insurance is one of the most competitive (and expensive) industries to advertise for on the internet, maximizing their website’s exposure in Organic Search Results and minimizing wasted clicks in Adwords were both of paramount importance for their long-term profitability.
The 180fusion SEO team started work by performing strategic on-site optimizations to their website, including rewriting pieces of both code and content for maximum SEO impact. Simultaneously, strategic link-building, link outreach, and link placement efforts were launched to increase the number of high-quality inbound links to their website, thus improving their domain’s authority in the eyes of search engines.
The Adwords team launched an immediate effort to reduce wasted spend in the account by reducing bids and pausing irrelevant and poorly targeted keywords, trimming back on keyword match types, expanding lists of negative keywords, and optimizing ad copy for both maximum keyword relevance and conversion rates to reduce click costs as much as possible.
180fusion’s SEO optimizations were able to push them to the top of Google SERPs for some of their most competitive keywords, with 15 of their most important keywords landing in the Top Five results on Google in less than six months!
Similar results were achieved by the 180fusion Adwords team, with Conversion Rates, Total Conversions, and Cost-per-Conversions being improved significantly in just five months of management. Despite a 56% decrease to spend, the following improvements were made to account performance:
- Total Conversions – Increased by 22%!
- Cost-per-Conversion – Decreased by 64%!
- Conversion Rate – Increased by 105%!