As retail brands spend more time, focus and resources online, it has increasingly become
Important to avoid cannibals and to find the right balance between search engine optimization (SEO) and pay-per-click (PPC) advertising.
Both are still very important, of course, as SEO helps brands take market share away from competitors by ranking higher in user searches, while Pay-per-click (PPC) advertising ensures rapid growth and fast results by placing messages Marketing in front of customers in a timely manner.
It will never be yin and yang, but SEO and PPC can and should work together
Because they support the company’s goals in different ways – but it takes some effort to find the right balance.
This includes planning, strategic knowledge, and most importantly, a clear task of finding efficiencies in both SEO and PPC before deciding how to balance the two.
In general, for PPC, the approach we think works best is to use human strategy
Guidance combined with machine automation, a strategy that takes advantage of intuition and supervision without bias, while delivering accurate daily improvements at scale.
This reduces wasted advertising spend and enables humans to target campaigns based on business objectives.
From this starting point, PPC can ensure that campaigns run tightly by focusing on and
Filter high-performing and long-tail keywords, sifting through data to assess what works
And what doesn’t apply to the demographics of a particular audience and so on.
Further improvements can also be made with ad text modifications, testing of different bid strategies, and the use of Dynamic Search Ads to fill gaps in coverage and increase volume.
The point is, it’s important to find these improvements – and there are many other tactics to achieve them – before trying to balance this with SEO.
Something more than organic research
Looking at the SEO side of the equation, it’s worth noting that organic search is still the most cost-effective way to take market share from a competitor. However, as an industry, we tend to look back for insights to guide this strategy. This risks losing new trends and behaviours, particularly in an increasingly unpredictable world, as the pandemic and recent economic trends have shown.
Therefore, a more sophisticated approach is to change the thinking about and vision of SEO
It is not only about being interactive, but also for using it as a predictive tool to discover future trends and
Create content sooner so the company can earn high ratings later.
To achieve this means using real-time data and performance tools to anticipate consumer search behavior, rather than optimizing by interacting with past data.
For example, by taking consumer insights via a digital demand tracker and a share of the research tool, it is possible to use this data to support a broader digital strategy along with KPIs. This will subsequently fuel digital PR, content, and technical SEO.
Predictive SEO is particularly useful because it enables e-commerce brands to maximize the benefits of the entire customer demand cycle: early warnings, order scaling, improving sales and margins, as well as building an integrated approach to SEO across the enterprise.
He can do this through four distinct areas that lead to increased revenue. First, through
Determine changes in demand sooner; second, by better matching demand and supply at the product and category level; Third, by giving teams specific tools to increase effectiveness in search, performance, marketing, and buying; And finally, by creating a new growth engine that ensures that SEO is seen as a major investment channel and not just a cleaner.
ready to balance
Making SEO and PPC work hard on their own terms means brands will be in a position to balance them with confidence — and avoid the cannibals, waste, and unnecessary costs.
This is essential, because one of the problems most companies face is finding enough budget to invest heavily in both at the same time. Or, as we often see, ensuring that budgets aren’t depleted too quickly due to natural market peak periods like Christmas or Black Friday that eat up every penny.
In our experience, most brands today divide SEO and PPC around 40:60. This, however, will
It changes depending on the business and individual goals, and in line with the requirements of the business calendar.
However, a real balance will be achieved by ensuring that SEO and paid media teams are understood
They were working together – sharing search engine results pages after all; The same
Marketing Canvas. This means ensuring that the shift in one is fully understood and expected by the other. It’s not the tug of war or war, or the binary option that many people thought it was.
Ultimately, SEO and PPC are just two parts of the marketing function to support the KPIs of a broader business. Therefore, they must support each other, and this requires good communication and planning. And if both are fully optimized, one should not support the other.