25 Jun '17, 10pm

How SEO can create budget efficiency in paid search campaigns. #SEO #PaidSearch @sengineland

Oftentimes I’m asked, “Why should I invest in paid media when I already rank in position one for many organic search results?” Well, to answer that simply, investing simultaneously in PPC and SEO can and will result in an incremental rise in your brand’s bottom line. And we have the data to prove it. The main synergy between the two lies in monitoring two factors: advertising spend and rankings. Whether your goal is to lower cost per click (CPC) or increase total traffic, SERP (search engine results page) position can inform how we manage paid search ads. At our agency (ZOG Digital), our teams work without silos and integrate performance data regularly. In analyzing a few accounts further as a sample set, we began to identify a correlation larger than previously understood between ad CTR (click-through rate), organic CTR and cost per click for the keywords. To verify the c...

Full article: http://searchengineland.com/seo-can-create-budget-efficie...

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