9 ways you can use paid ads to drive organic traffic
Post on 29-Nov-2014
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9 Ways You Can Use Paid Advertising to Drive
Organic Traffic
Brought to you by:
Upswing Interactive
UpswingInteractive.com
@GetUpswing
Paid and Organic Search
• When many of us hear organic search and PPC
(pay-per-click) mentioned in the same sentence, we
still mentally put them in to two different
categories.
• It’s time we focus on getting both organic and paid
search to complement one another. If you haven’t
already shaped your campaign around this concept,
now is the time to start.
• This, of course, has been made much easier with
the help of the AdWords Paid and Organic Report
since we can track the consumer footprint more
clearly. This knowledge can now be used to drive
traffic and conversions.
Paid and Organic Search
• Google advocates that “brands with a #1 organic
search ranking can get 50 percent more clicks on
average by paying for an accompanying ad.”
• In other words, if you aren’t paying Google,
you are missing out!
• While of course Google dangles little carrots like
these in front of us (and of course we may meet
this concept with a healthy dose of skepticism)
there are some real, measurable benefits to using
paid advertising to drive organic traffic and
ultimately convert sales.
• If you are a marketer who is already organically
ranking above the fold on page 1 in SERPs for your
intended keyword, you may be thinking “why pay
for ad placement when I am already being seen on
page 1?”
• Here are 9 different answers to that question…
1. Gain Insight into User Search Intent
• Years ago if you wanted your content to rank well,
you stuffed it to the gills with relevant keywords.
• It may have read like it was written by a computer
and made little sense to the consumer, but for a
period of time this trick helped marketers climb the
rankings.
• Of course this is now frowned upon (and can get
you removed from search results) but keywords are
still important for understanding how customers are
finding you.
Are you searching for the cheapest apartment in New York? If you’re looking for the cheapest
apartment in New York, you can stop right here. Our cheap apartments in New York website is the
ultimate one-stop-shop for the cheapest apartments in New York.
• The real catch term now is “user search intent.”
• Think about your last search for a restaurant. You
saw Google results that were relevant for your local
area right?
• How about the last time you misspelled a word in
your search? Google asked if you meant an
alternate word that was close to your request,
however it was spelled correctly.
• This is how Google has evolved to match user
intent rather than simply matching a keyword with
results.
• As a marketer, evolving in this same way is
pertinent. We must create content that matches
intent, not just the words a person is searching for.
1. Gain Insight into User Search Intent
• So how does paid advertising help?
• Well, we have been told for years to break
down user intent into navigational,
informational, commercial and transactional
categories and play to each of these consumer
needs with our content.
• By testing ad copy and landing pages with
paid ads, you can see at what point during the
user search intent process consumers are
finding your content informational and useful
and test content to see which converts the
best.
• You will want to use language that will
motivate the searcher to click through content
that is relevant to their initial search query
and intent.
1. Gain Insight in to User Search Intent
2. Increase Conversion Rates
• When you begin running paid ads, you will without
a doubt increase your conversion rates…if you are
doing it right that is!
• Using paid ads to do an A/B test on landing page,
headlines, content etc. is a great way to identify
what converts customers most effectively.
• In general, paid traffic converts at a higher rate
than organic.
• According to a report by MarketLive, the
conversion rate of traffic to paid ads is actually
35% higher than that of organic traffic.
• In researching for your paid advertising campaign,
you will be doing lots of keywords analysis to
decide what terms and phrases you want to target.
• This can be a great way to discover additional
keywords or concepts you would like to develop
organic content around.
• This is one way that you can utilize AdWords Paid
and Organic Report to increase your understanding
of relevant keywords for your brand.
• While the point of Google allowing you to discover
these additional keywords is to have you bid on
these additional terms in a PPC campaign, you can
utilize this information in your organic strategy.
• Also, conversely, look closely at the keywords you
are ranking organically for and considering using
these to increase conversions in your ad copy.
3. Gain a Better Understanding of Keywords to Optimize Your Traffic More Efficiently
4. Test Ad Copy for Use in Organic Copy
• One of the greatest benefits of increasing your
traffic with paid advertising is that you are going to
gain a lot of traffic quickly.
• Use all these eyes visiting your offers and
content to test out ad copy!
• You can create your campaign to reveal “the best
performing ad most often,” so that you can see
winners quickly.
• This effective ad copy can then be rolled into
your organic copy, creating a more relevant
and conversion friendly landing page.
• By utilizing the knowledge you are gaining in your
PPC campaign, you will begin to notice that by
using similar effective copy your organic click
through rate (CTR) and conversion rates will
increase.
• As we know, there is typically no way to guarantee
anything will work when it comes to SEO.
• However by using content we already know
performs well, it does ad a bit more confidence that
our content creation efforts will not be in vain.
4. Test Ad Copy for Use in Organic Copy
5. Get Links From Valuable Websites
• While you may have had your recent link building
campaign put on hold from recent algorithm
changes, have you even considered that when you
are building a successful PPC campaign you are
also gaining links from valuable websites?
• Websites like SpyFu and KeywordSpy are aimed at
helping you view your competitors paid and organic
strategies and they also will be providing valuable
links to your pages.
6. Build Brand Recognition and Customer Trust
• Numerous studies have found that while paid ads
convert at a higher rate, the addition of having an
organic placement near the top of the page with
the ad is what helps seal the deal for many
consumers.
• When consumers are in the research phase of the
sales funnel, their searches are likely broader.
• This is one reason that it is important to target not
just the narrow sales converting type terms and
keywords, but also the more broad terms as well.
• As additional queries result in the user search
process, these phrases may be narrowed down by
color, size or other modifiers.
• The more often the consumer is seeing your brand
front and center throughout their search, the more
they begin to trust in your brand and your products.
• Unlike the consumer just being slapped in the face
repeatedly with your ad copy, they are seeing your
content showing up in organic search results
answering their many questions.
• Use your paid ads not just to convert customers,
but also to inspire trust in your brand.
6. Build Brand Recognition and Customer Trust
7. Find Additional Keywords to Use in Your Organic Strategy
• In researching and monitoring the performance of
your campaigns, you will begin to see trends and
patterns in phrases and keywords that perform
well.
• Consider using this insider knowledge to curb your
organic strategy.
• This can be done by not only utilizing those
high performing keywords, but also creating
brand new content to answer a variety of
questions the consumer will have before
making a conversion.
• Of course, you will want to sprinkle in these
keywords in your content, but more
importantly you will want to build content
around that key concept not just the
keywords.
8. The More Space on SERPs You Take Up, The Less Room for Competition
• This may be one of the most basic ways that PPC
and organic search together can help your brand –
the more room you take up above the fold on the
SERP, the less room there is for competition.
• As realtors say it’s all about “location, location,
location.”
• The same is true in SEO.
• Not only are you gaining more eyes when you are
ranking high for organic terms, but if you are taking
up real estate on both the left and the right side of
the results, where is your competition?
• Below you, and this is where you want them to
stay.
9. Organic Placement and Paid Ads Appeal to Users at Different Places in the Sales Funnel
• By utilizing both paid and organic strategies in your
campaign, you are appealing to a broader group of
potential customers.
• If you have developed well crafted, high ranking
organic content for a broad range of terms, you
should be showing up in results in the initial stages
of the user search process.
• If you are selling computers, for example, you
aren’t just showing up for your brand name, you are
showing up with general queries like ‘how to
choose a computer,’ or ‘5 questions to ask before
buying a computer.’
• Additionally, your paid ads are there to appeal to
the consumer when they are ready to buy.
• With this mix of broad organic content and narrow
sales driven ad copy in your paid ads, you are
capturing the user’s attention every step of the way
down the sales funnel and as mentioned previously,
this not only puts you front and center but also
gains trust and awareness for your brand.
9. Organic Placement and Paid Ads Appeal to Users at Different Places in the Sales Funnel
Have Upswing Look at Your Campaign for Free!
Visit Upswing Interactive
1.877.736.5673
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