Here at AUDIENCEX (and likely every agency that offers paid search) we often hear the concern from clients that paid search campaigns that bid on branded keywords are in effect “cannibalizing” clicks. Meaning, why should they pay for traffic that would otherwise occur “organically”?
Here’s one client example that clearly illustrates the potential relationship between PPC and SEO.
How would that be possible? A couple options:
- You believe that part of Google’s organic search algorithm is how much a site spends on paid search. Possible but less likely.
- What’s more likely is…
- The more you spend, the more your ads appear
- The more visitors see your brand, in turn the more visits are recorded via Direct
- After a period of increased Direct visits, the algorithm that Google uses to evaluate this type of session gets triggered, and Google improves Organic rank for non-branded terms
This second option speaks to something that we know to true: Google and search engines in general value the quality of a user’s experience. What’s the true answer to this puzzle? Only continued testing will tell. Whether its experimenting with how programmatic can improve paid search profitability or how landing page updates affect conversion rate, the bottom line is individual marketing efforts cannot be analyzed in a vacuum.
One simple example is the practice of audience segmentation which as an applied science has been taken to new heights by programmatic media buyers who use ever more precise targeting tools to refine audiences. They overlap targeting filters by time of day, geography, recent search behavior, sites visited, credit worthiness, and where they fall in the purchase funnel. Ecommerce and B2B marketers, in particular, may work with audiences of a few hundred or a few thousand if they find their targeting parameters yield highly engaged and highly profitable audiences.
As a seasoned marketer, by now you’re well aware of the value of relevant audiences. When it comes to quantifiable results, nothing is more important than putting the right offer in front of the right eyeballs. How do you know the audiences you’re targeting are indeed relevant?