It’s simple! You need to include both AdWords & SEO in your Adelaide Digital Marketing mix.
Our Adelaide SEO services will get great Google search results for your business using both AdWords & SEO.
Yes! It needs to be part of your Adelaide online marketing strategies to increase your product sales and brand awareness. The best Adelaide Search Engine Marketing (SEM) consists of both search engine optimisation (SEO) and paid search (Google Ad Words and Google Re Targeting). Often Adelaide businesses either invest in SEO or paid search ads but not both, or most likely not adequately investing in both. However, businesses should turn to Adelaide SEO companies to invest in SEM as a whole for various reasons.
Keyword research
Organic search and paid search keyword conversion data should be viewed together to enhance your Adelaide digital marketing strategies. For example, a well-executed paid search campaign will reveal insightful keyword-related data. A paid search campaign will show which keywords are resulting in the highest conversions, which, in turn, can then be focused on by your Adelaide Digital Marketing Agency. In this way, SEO and paid search ROI can be maximised through focusing on the keywords that matter.
Alignment makes SEM cost-effective
This is quite obvious in highly competitive search categories, such as the financial, legal, real estate & automotive industries. AdWords that target highly competitive keywords can be exorbitant. These expensive keywords would usually be popular non-brand-related search queries, keyword ‘z’ for argument’s sake. Keyword ‘z’ costs many hundreds of dollars per click, resulting in a massive monthly bill. Naturally, this source of business leads would also dry up as soon as you stopped paying for your ads, while your Adelaide SEO is ongoing ad not as ‘payment sensitive.’
With SEO (assuming your website ranks #1 for keyword ‘z’) you will get a large amount of website traffic via keyword ‘z’, but you will only have to pay for your Adelaide SEO. What can end up happening is that paid search cost per conversions for keyword ‘z’ are much higher than SEO’s cost per conversion for keyword ‘z’. So, in this case, the paid search campaign was focused on brand-related keywords (less demand for them so they are affordable to target), where competitors’ ads could potentially detract from the company’s brand-related organic search listings.
These keywords perform better in terms paid search cost per conversion, while your SEO Adelaide Internet Marketing focuses on the expensive keywords (in terms of paid search). Both SEO and paid search serve their purpose in a cost effective way. We have found many Adelaide SEO companies are not aware of this, so be careful when choosing an “Adelaide SEO Expert”
‘Owning’ more of Google search
However, when budgets allow for it, paid search and SEO should always work in unison. When your Adelaide website ranks #1 in organic search, and #1 as an Ad Words ad (for the same search query), there is often a boost in the number of people clicking through to your website via both the respective ad and organic search website listings. This is due to your company ‘owning’ more SERP ‘real estate’, i.e. the bigger the surface area in Google search that your company occupies the more attention your Adelaide website will receive, like a massive billboard versus a small one. Our research shows that the top performing ad gets roughly 10% of clicks for any given search query, while the #1 ranking organic search listing gets about 30% of clicks.
So your brand will ‘own’ approximately 40% of the search result page’s clicks. Your Adelaide website could lose out on traffic if you don’t have an ad above your number one ranking organic search listing. A competitor may syphon off clicks by ranking first as an ad, even if your website ranks first organically.
Ad Words can increase organic search traffic
Search & Internet Marketing has also observed paid search behaves as a stimulus for organic search traffic. In other words, AdWords can indirectly encourage people to click on organic search listings because of an increase in relevant brand awareness.
Targeting the purchase funnel via organic search and paid search ads
Our research reveals at least half (53%) of conversions and revenue happening through Adelaide search engine optimisation is preceded by organic search visits within the previous seven days.” So, in this case organic search acted as an awareness tool, while paid search ‘closed the deal’ at the end of the purchase funnel.
So, depending on your budget and other variables like time, an ideal mix of organic search and paid search ads can be harnessed to achieve excellent business results.
Quality Score
Another factor to consider is Google’s Quality Score, which is an important element to consider when it comes to paid search. A Quality Score is a metric that is scored out of ten, which Google allocates to your prospective ad. A high Quality Score points out that your landing page (website page that your ad directs people to) is relevant to your paid search ad. Relevance refers to the contents of a landing page, which is where the strength of a good Adelaide SEO Company lies.
High Quality Scores result in a lower cost per click (a cost metric relating to a company paying for each time a person clicks on its Ad Words ad) and lower cost per conversion (the cost metric associated with receiving a specific business lead via the ad). Well-executed SEO on a landing page will result in a high Quality Score. Basically, the search phrases (what people Google search) you target with your ads should match the website’s SEO-focused keywords. For example: A paid search campaign that targets keyword ‘x’ should be driven to a landing page which has been optimised for keyword ‘x’ too.
What should your Adelaide digital marketing agency be doing?
All of your brand’s SEM efforts should be aligned with your Adelaide digital marketing strategies at the same time and with future marketing campaigns. Your Adelaide digital marketing agency should create optimised landing pages and / or optimise existing pages to improve paid search campaign performance (indirectly via attribution and as direct landing pages). Ensure AdWords keywords are driven to optimised destination URLs (landing pages).
Googling is more popular than ever
The future of search engine marketing is bright. The consumer-related popularity of Google search within each of our client’s industries is growing substantially by the day, across: mobile, tablet and desktop Google searches (in that order of significance).
There is a solid business case to not only invest in Adelaide search engine marketing strategies as part of your company’s Adelaide marketing mix but also to ensure that you get it right.
If you’d like your business to get seen on Google…Do not hesitate to contact us today via email info@searchinternet.com.au or call us on 1300 66 76 96 to find out how we can grow your business!
