The inherent differences of SEO and PPC mean they both have different strengths and weaknesses. By combining both channels in your search marketing strategy, the strengths of PPC nullify many of SEO’s weaknesses – and vice versa – while they enhance each other’s strengths.
Combining organic and paid impressions
Getting back to the idea of purchase list to data intent, you can see how this impacts the search experience and the kind of results Google delivers for individual queries. If a user types an informational query like “what are the best hd TVs in 2022,” Google is unlikely to show any ads because the query demonstrates little purchase intent.
If the same user clicks on the organic result, reads through the recommendations and likes the look of some specific products, they might start looking for prices and reviews. As soon as Google determines the purchase intent is strong enough for paid ads to achieve performance, you can see how different the SERP looks below.
Brands that can show in organic and paid results across these searches can win opportunities throughout the consumer journey. However, companies can also increase their chances of winning clicks by combining organic and paid impressions in the same SERP when paid ads are shown.
Google data has shown that ranking in the top spot in organic results and ad position one in the top pack of ads on the same results page can dramatically increase the share of clicks the brand receives.
Aside from taking up more real estate space on the results page, you’re also reducing the space available for competitors to capture your leads by winning impressions in both organic and paid positions.
Double brand exposure increases recall
Another benefit of combining organic how to build telemarketing leads and paid impressions on the same results page is increasing brand recall. With “double brand exposure,” as Google describes it, users are far more likely to remember your brand and your message if you show at the top of both paid and organic positions.
All the data shows that users remember brands ranking in the top search positions more than others, even if we take clicks and page visits out of the equation. Likewise, doubling up on impressions for queries that show ads significantly increases the chances of brand recall, especially if you can claim the top positions in both paid and organic listings.
PPC wins clicks you can’t get from SEO
We’ve already discussed how SEO and azerbaijan business directory PPC generate different leads across the consumer journey so it shouldn’t come as a surprise to learn that PPC wins clicks you can’t get from SEO.
Google has found that companies showing paid ads and ranking in organic positions are unable to reclaim all of their traffic organically if they pull their ads. In other words, PPC clicks are incremental to organic clicks and SEO isn’t capable of replacing all of the traffic your paid ads win.
