SEO or PPC? This argument never gets old in the marketing world. Quick, easy-to-attribute wins are often the assumption with paid search campaigns (although not always the case). Organic SEO offers equally great returns in the long run, often bigger in scale and much more permanent in nature.
Yet, according to fresh survey data from QuerryLink, 60% of marketers feel pressured to over-invest in PPC as it demonstrates instant results and offers straightforward measurability. At the same time, Google Ads costs keep rising, while click-through-rates dip as users become savvier in identifying new ad formats and ignoring them. As well, over-focusing on PPC can, at some point, leave your business short of organic visibility. SEO, on the other hand, remains a long and complex game, prone to algorithm changes and a certain degree of unpredictability.
What is the best move then? Consolidate SEO and PPC into one integrated multi-channel strategy.
Source: Neil Patel
So far, few marketers are succeeding with this. The same survey indicates that 6 in 10 marketers suspect that their SEO and PPC strategies are not aligned for maximum overall return on investment.
From our experience, such misalignment comes as a direct result of the following:
- No single point of truth in reporting that leaves another team in the dark about common activities.
- Limited visibility due to over-reliance on one attribution model.
- Lack of collaboration and data exchanges among teams.
To start closing the gap between your SEO and PPC, you’ll have to proactively address those issues. Here are three steps you can take to do just that.
1. Unify your marketing data sources and reporting
Often, marketing subdivisions operate in an informational vacuum. They tend to focus on meeting the department KPIs and don’t always have sight of how their actions contribute to the overall business goals. Breaking this organisational silo is the first necessary step for alignment.
At Vertical Leap, we use our own software Apollo Insights that provides high-level insights on all key marketing activities (SEO, PPC, social media campaigns, etc.). Any member of any team can log-in and review all the available data, accumulated from different sources, and make their decisions based on it.
If you are not ready to invest in new tech, Martin Reed from Croud, shared how they organise a monthly learning deck with two teams (SEO and PPC) present to achieve a stronger data alignment. Such sessions help explain the common goals, review metrics from different departments, and address any issues the teams have.
As well as this, make sure that both teams collect, review and analyse data from the following reports:
2. Develop a custom data-driven attribution model
Better attribution enables more informed decision-making, especially when it comes to budget distribution. A lot of marketers, however, still favour the last click attribution model above others. While it does offer quick and simple reporting, this model provides no visibility into assisted conversions – additional marketing channels that played a major role in the …read more
Read more here:: B2CMarketingInsider