/ Paid and Organic Integration

Integrating Paid and Organic Search Campaigns

Each Search Engine Marketing strategy, Organic Search Engine Optimisation(SEO) and Pay Per Click Advertising (PPC), offers you its own unique benefits. However, used together, and in coordination with each other using the same vendor, they can generate results that are far greater than the sum of their individual parts.

To improve your share of voice and increase visibility within the search engines, you need to engage in both SEO and PPC activity. Ranking in both these areas gives you a greater share of voice and establishes you as a market leader. The key is to integrate your pay per click advertising and natural search strategies to effectively work together, taking data from one campaign to enhance the others and visa versa.

iProspect Australia's Integrated Search Offering

iProspect Australia has fostered a service model that integrates both Paid and Organic Search Engine Marketing campaigns, in turn enhancing the results achieved by both channels. Our employees are converse across both disciplines and meet regularly to share learnings across all Paid and Organic campaigns and discover new ways to maximise client goals based on these learnings:

Sharing Data: iProspect Australia will track high converting keywords across both Paid and Organic campaigns.Whether the campaigns started separately or together, we can use results from one campaign and apply them to the other. For example, as Paid results occur faster than Organic results, we can determines which keywords are driving qualified visitors to your website and causing them to convert. As a result of these findings we provide immediate recommendations on optimising pages of your site to target these same keywords for natural search results.
Landing Pages: iProspect Australia can see which of your landing pages are converting traffic based on data from your Paid Search campaign. Once the most productive landing pages are identified, our team can immediately recommend changes to pages within your natural SEO, PI and feed management campaigns. Often times, there are keywords discovered within your PPC campaign that provide so much value, that it makes sense to develop content around them for SEO, PI and feed management.
Balancing Visibility: Once natural SEO and PI campaigns are under way and you begin achieving natural search rankings, you have the option to remove certain pay per click search ads or lower bids for keyword phrases that are generating natural search results thereby reducing costs while still pulling in visitors and improving conversion. iProspect's team provides recommendations on when to focus on paid listings, when to focus on natural results, and when to take advantage of both channels.

These are just some of the aspects of iProspect's integration model that illustrate how sharing results information is critical to maximizing the successes of each strategy.

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