After reviewing why you should be paying for traffic rather than just relying on organic results, the team at New Edge Media want to take it a step further. One of the reasons to use paid search was to balance your online campaigns. But we are sure people (and clients) want to know how a paid search campaign can improve the performance of an organic campaign? Basically how do they balance each other … well here we go, how to use PPC for SEO purposes.
There are a plethora of tools available to SEOs when it comes to keyword research. Google made us all happy when they added numbers to the AdWords Keyword Tool. But none of that is worth a thing without knowing what actually converts visitors. There are keywords that are traffic builders but not converters. Running a paid search campaign allows you to see within the first few months exactly which words convert to your company’s end result, be it sales or form fills. That allows your SEO team to see which keywords they should be optimizing for before the others in their campaigns. Internet marketing is and should be about conversion first, not traffic.
Share of Market
Your analytics program will only let you see the traffic that is hitting your site. There is no way with pure SEO tools to see total market share. Even the numbers that Google publishes are spot on. Really, none can be, all numbers are inherently just a bit off, but running a PPC campaign can give you a better idea of how many people are searching for the products you offer. Using that number and the number of clicks, paid and natural to that keyword for a certain time period can give you a good idea of market share. One metric that all marketing and business people understand.
Conversion and Trust
There has been a large amount of research done to prove that running paid search along side naturally high ranking keywords results in not only a higher click through rate on the organic side, but also increases conversion rates. This is because searchers trust the business that is ranking organically and paying for advertising, it’s a sign of relevance and stability.
The take away here is that for most companies the balance is what you should be going for. Use all sides of marketing to do your best. There is no one set combination of mediums that will work best for you because it’s different for everyone. But for the 80% of companies out there that paid search works for, utilize it for your SEO campaigns too. Just as social works to increase SEO, paid search impacts it too.
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