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Posted By MOZ

A Tale of Two Channels

The truth about paid ads, organic placement, and your success

It was the best of times, it was the worst of times. It was the age of organic adoption, it was the age of organic confusion.

More and more businesses are realizing the importance of investing in organic search marketing, and yet there has never seemed to be more confusion over its effectiveness.

Paid media such as Google’s pay-per-click (PPC) advertising sits on one side of the search marketing coin, with earned exposure, accomplished through search engine optimization (SEO), sitting on the other.

While they comprise two sides of the same coin, paid and organic are often pitted against each other in a vicious battle for precious marketing resources. When you have limited time, personnel, and budget to market your business, you have to be strategic about how you allocate your resources.

If resources are limited, why bother earning exposure when you can just pay for it and get better attribution while you’re at it?  

The last-click myth

Paid is so often deemed as the most effective channel, in terms of hard revenue, because it sits at the bottom of the funnel, making it often the last click before a conversion. But as multi-channel funnel reports will tell you, the last click isn’t the only click. You wouldn’t buy a football team and only pay the players who scored. In other words, we’ve got our sights trained on conversions so tightly that we’re missing all the assists that make those conversions possible.  

SEO does convert (ex: rank and capture organic clicks for “auto insurance”), but it can also feed your funnel (ex: rank for “which type of car insurance is best?” and build the awareness and trust that help customers choose your brand when they’re ready to buy).

(And P.S. – clickstream data from Jumpshot revealed that while ~40% of mobile searches result in an organic click, only ~2% result in a paid ad click.)

SEO & PPC: Better together

Most people don’t realize that one of the most effective ways to increase ad revenue is to rank higher organically. Using Google’s “Paid & Organic” report, many experiments like this one reveal that ad and overall click-through rates are higher when a website shows up in both the paid and organic sections of the Google search results. Showing up twice in SERPs (search engine results pages) improves your chances of being chosen over your competition in both organic and paid. Our chosen marketing channels don’t sit in silos. They all impact and influence each other.

SEO done right

Wpromote increased Papyrus’ potential in-store shoppers by 46,000 after investing in local SEO and Virtru increased their monthly traffic by 40% after embarking on SEO. Search engine optimization gets more eyeballs on your brand at every step of your audience’s purchasing journey. Both of these case studies reveal not only the effectiveness of SEO, but the effectiveness of Moz tools in making it happen.

Moz Pro and Moz Local streamline your SEO work so that you not only have better data for better decision-making, but the tools to help you optimize and measure at scale, enabling you to do more work in less time than you could manually.

If you want to get your products and services in front of customers who are searching for what you offer, SEO can make it happen. Moz can make it easier.

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