by samIt’s common knowledge amongst programmatic advertising agencies that both pay-per-click advertising and organic search optimisation are most effective when enforced together. When you go to the supermarket, you tend to notice the brand that occupies the most shelf space for a particular item, and you automatically assume that it’s one of the more trustworthy and popular brands of the ones available to you. The same thing applies to search engine ranking positions (SERP).
According to some recently published research from no other than Google themselves, search results pages containing both an optimised search ranking position and a paid advertisement have an increased rate of conversion and a higher revenue per visitor. As far as they are concerned, more organic searches and more PPC ads lead to more traffic. The general rule of thumb that this implies, therefore, is to own as much results page space as possible through both search engine optimisation and paid ads to capture user interest across the board.
Some other recently conducted research, seeking to determine the specific factors that influenced revenues for organic and paid search and determine if there is any synergy between the two. The results were clear; both strategies worked together fantastically. The results indicated that 53% of conversions and revenue that were happening through paid search were preceded by organic search visits within the past week. If that wasn’t enough, a colossal 81% of branded keyword-paid search visits were impacted by organic search too; the cyclical relationship between the two is extremely clear here.
So there you have it. If you want to maximise your Internet marketing, have a well-constructed combination of SEO and PPC. With this two-pronged attack, your search engine effectiveness will soar to new heights!