This year, learn five ways to use sponsored and organic search in the right way to improve performance and grow your business.
As a marketer facing economic uncertainty (and the budget cuts that come with it), it’s more important than ever to evaluate your company’s digital strategy.
How then can you optimise performance when you have limited resources and funds?
How should your marketing budget be allocated to get the maximum potential return on investment (ROI)?
I moderated a webinar with Ryan Maloney, Manager of SEO Success at Conductor, and Alice Tonks, Paid Search Customer Success Manager at Adthena, on February 22.
Maloney and Tonks gave you five ways to use paid search and organic search to improve your business’s performance and growth in 2018.
This is a synopsis of the webinar.
To gain access to the full presentation, fill out the form.
The Condition Of Search
As businesses continue to cut back on spending because consumers aren’t spending as much, we’re seeing that it’s becoming more and more important to use free methods to get as much traffic as possible.
But before we delve deeper into how paid and organic search operate together, let’s first distinguish between organic and sponsored search.
Organic search (search engine optimization, or SEO) results are any search query results on a search engine results page (SERP) that are earned, as opposed to sponsored.
Paid search (Search Engine Marketing, or SEM) results, on the other hand, are sponsored ads that display on the SERP.
5 Ways to Mix SEO and SEM for More Effective Marketing ROI
Here is the formula for transforming your business and increasing your revenue:
Combining SEO and SEM yields an unrivalled marketing return.
These are five strategies for achieving online success.
Distribute Paid Search Expenditure Using Insights Into Organic Search Performance
1. Use keyword research to determine areas of underperformance.
This will help you understand your target demographic and save on wasteful advertising expenses.
2. Use SEM keyword performance to inform your content strategy.
Determine your most valuable sponsored terms and collaborate with your content authors to include high-value phrases in material generated by organic search results.
3. Conduct competitive analysis using paid and organic insights.
Learn about your rivals and classify them properly.Then, compare them to your own paid and unpaid research to get a better idea of what’s going on.
4. Integrate SEO best practises into paid campaign creation.
Avoid self-cannibalization of naturally selected keywords when building sponsored ads to maintain the technical health of your website.
5. Facilitate communication and collaboration among teams.
Monitor the performance and share it with both the SEO and SEM teams once you have the whole story.
Then, collaborate to dominate the desired SERPs.