A long-standing debate in online advertising is whether or not organic campaigns (via SEO) and paid search campaigns (through Google AdWords) when run at the same time actually end up damaging the work that the other does separately or whether they support each other overall in the development of the online marketing presence of a given advertiser.
At the end of March 2012, Google released a report to settle these concerns as far as possible. The report reveals that organic and paid search advertisements are actually good for each other, when run at the same time. They each help to increase the effectiveness of the other and therefore it is well worth the time, effort and (in the case of PPC) money in running both kinds of campaigns at once.
Let us go a little further into the subject and explain why they work well together and what the positive results are from running campaigns at the same time…
When your organic search results are in the number one spot
One of the principal findings of the report reveals that an average website might reveal 100 organic search clicks from Google and 100 paid search clicks from their AdWords Campaign when both campaigns are running simultaneously.
However, if the advertiser in the above example chooses to pause their PPC Campaign at any given moment, it is likely that the overall number of visits to the site will reduce from 200 to 150. This means that, yes, to some extent you might be paying for clicks that you might be able to get through organic search clicks, but when both campaigns are in action together, you are liable to get 50% of clicks overall.
Remember, these figures are relevant when your organic listing is in the number 1 spot on the Google SERP.
Google is quick to remind us in the report that these figures are for the average site and that each single advertiser might receive different data from their campaigns.
When your organic search results are in the numbers 2 – 4 spots
When analyzing the data belonging to organic search results featuring at spots 2 – 4, the figures are even more pleasing.
In general, the report reveals that there is an 82% increase in clicks overall when both organic and paid search campaigns are running at the same time.
When your organic search results are in the numbers 5 to 10 spots
When analyzing the data belonging to organic search results featuring at spots 5 – 10 the figures continue to climb.
In this instance, the report shows that there is a 96% increase in clicks when running both organic and paid search campaigns together.
The pleasing pattern, which develops incrementally through spots 1 – 10, emphasizes that it is a positive move to be involved in organic and paid search advertising at the same time, which is why an effective PPC Manager will be able to help you implement an effective SEO plan whilst he or she concentrates on the paid search marketing side of your online presence.
Make sure that the PPC Manager you select to run your paid search advertising for you has a strong understanding of SEO too in order to be able to help and guide you as effectively as possible.
David Chapman is Director of Marketing at Webrageous and he has a wide range of experience in pay per click management and SEO.