November 3, 2012
New Media Marketing: Is Paid Search essential when already ranking high...
New Media Marketing: Is Paid Search essential when already ranking high...: We are often asked this question during client meetings - do we really need Paid Search when we are ranking high in Organic Search for Bran...
Is Paid Search essential when already ranking high in Organic results?
We are often asked this question during client meetings - do we really need Paid Search when we are ranking high in Organic Search for Brand terms? Why can't we capture the entire traffic through Organic and save money on Brand terms to spend in more generic upper funnel keywords to get more traffic?
From logical point of view, it completely makes sense. But user's behavior is not as per marketer's logical thinking....as per Google's findings in 2011, the overall traffic improves if paid search is active with good organic search ranking. Because of Google's constant improving ad-formats the response to Paid search advertising has improved a lot. This year Google added the feature of Site-Links in adcopies, users can click on a link and directly go the desired page. So, there is less leakage rate and more users can find the relevant page.
Other recent development on the way is Product Listings - where Google will be adding brief detail along with Image of the product in ads. That will give users more confidence on what they are clicking on. These developments will definitely improve the campaign performance. And in case the terms are not covered in paid search ads, they can be captured through Organic.
So, in a nutshell, the answer is YES! It is good to have Paid search advertising along with good organic ranking. Advantages listed below :-
From logical point of view, it completely makes sense. But user's behavior is not as per marketer's logical thinking....as per Google's findings in 2011, the overall traffic improves if paid search is active with good organic search ranking. Because of Google's constant improving ad-formats the response to Paid search advertising has improved a lot. This year Google added the feature of Site-Links in adcopies, users can click on a link and directly go the desired page. So, there is less leakage rate and more users can find the relevant page.
Other recent development on the way is Product Listings - where Google will be adding brief detail along with Image of the product in ads. That will give users more confidence on what they are clicking on. These developments will definitely improve the campaign performance. And in case the terms are not covered in paid search ads, they can be captured through Organic.
So, in a nutshell, the answer is YES! It is good to have Paid search advertising along with good organic ranking. Advantages listed below :-
- Good coverage of traffic
- Response rate is high. Therefore, chances of having better conversion rate.
- Paid search offers better search results and User experience. That helps in enhancing brand image.
- Much easier to handle Paid Search activity than Organic Search
- Time taken to manage Paid activity is negligible compared to Organic. It takes time to see results for the changes made in Organic Search
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