The Power of Integrating Paid and Organic Search Advertising

Marketing Advice - 24.11.23
Close up of empty bar with search word on the computer screen

Navigating between organic and paid search can be a tough call, leaving marketers to question which option truly brings about better outcomes. Both organic and paid search possess distinct advantages. While paid search grants instant visibility and precise targeting, organic search generates enduring, trustworthy traffic over the long run, often incurring minimal costs. But have you ever considered combining their strengths? 

Combining organic search and paid search can enhance a marketing campaign's effectiveness by utilising the immediacy of paid search and the sustainability of organic search, resulting in a balanced approach that yields both short-term conversions and long-term brand recognition. For this blog, let’s explore how to deploy both paid and organic search advertising in tandem to optimise your marketing efforts.

How does Paid Search Advertising Work?

Paid search advertising functions through a bidding system where advertisers compete for ad placement on search engine results pages (SERPs) based on specific keywords. When a user enters a search query containing the targeted keywords, ads relevant to the search term appear at the top or bottom of the SERPs. Advertisers bid on keywords, and when their bid matches or exceeds the search engine's predefined threshold, their ad is displayed. 

The cost-per-click (CPC) model charges the advertiser each time a user clicks on the ad. Google Adsand Microsoft Advertising are prominent examples of paid search advertising tools, offering comprehensive keyword research, ad creation, and campaign management functionalities, enabling advertisers to reach their target audience effectively and drive traffic to their websites.

How does Organic Search Work? 

Organic search operates through the use of search engine algorithms that crawl and index web pages based on their relevance and authority about specific search queries. When a user enters a search term, the search engine retrieves a list of results from its index, ranking them according to their perceived relevance to the query. 

Factors such as keyword usage, website content quality, backlink profiles, and user experience all play significant roles in determining a website's organic search ranking. Websites that are optimised with valuable and relevant content, proper keyword usage, and strong backlink profiles are more likely to rank higher in organic search results, thereby driving sustainable, unpaid traffic to their web pages.

Organic Search Vs Paid Search 

Organic or Paid? Why pit them against each other? According to the Higher Visibility report, while 53% of web traffic comes from organic search, only 15% comes from paid search. Nonetheless, paid search remains effective for quick brand awareness, leads, and sales, while organic search demands a longer-term strategy. Smart Insights reports that the combination of both makes up 80% of trackable website visits.

Leading Approach: Finding the Right Balance

When considering whether to lead with paid or organic search advertising, marketers need to recognise the specific goals of their campaigns. If immediate results and a rapid increase in website traffic are the primary objectives, initiating a well-structured paid search advertising strategy can produce quick, measurable outcomes. 

On the other hand, if long-term sustainability, brand credibility, and establishing a robust online presence are the main targets, an emphasis on organic search advertising can prove to be more beneficial. It’s wise to adopt a more nuanced perspective, recognising the intricate relationship between these two digital marketing strategies.

The Key Role of Keywords

In any search advertising strategy, the selection and utilisation of relevant keywords play a pivotal role in determining the success of the campaign. For paid search advertising, identifying high-converting keywords with significant search volumes and relatively low competition can lead to a more cost-effective and efficient ad campaign. 

In contrast, for organic search advertising, focusing on long-tail keywords and incorporating them naturally into website content can enhance the website's search engine ranking and visibility over time.

Integrating Organic and Paid Approaches

To achieve the best results from both paid and organic search advertising, integration is key. 

 Here are some effective strategies to bring these methods together seamlessly:

  • Keyword Consistency: Ensure that the keywords used in both paid and organic campaigns are aligned to create a cohesive brand message and improve overall visibility across search engines.

  • Data Integration: Analyse data from both paid and organic campaigns to identify patterns, insights, and areas for improvement. Use this information to refine keyword strategies and enhance overall campaign performance.

  • Content Optimisation: Create high-quality, relevant content that incorporates targeted keywords from both paid and organic campaigns. This approach can improve the user experience, increase engagement, and bolster overall search engine rankings.

  • Remarketing and Retargeting: Utilise data from paid search campaigns to retarget potential customers through organic search channels. Develop personalised content and offerings to re-engage users and drive conversions.

  • Holistic Tracking and Analysis: Implement comprehensive tracking and analytics tools to monitor the performance of both paid and organic search advertising efforts. Continuously evaluate the effectiveness of each approach and make data-driven adjustments to optimise campaign performance.

Paid and Organic Search Strategy 

Blend the quick impact of paid search ads with the lasting advantages of organic search ads to build a strong online presence. This approach drives both immediate results and long-term brand recognition. By using the strengths of each method and ensuring smooth coordination, marketers can elevate their brands to new levels of success. To explore how combining paid and organic search advertising can enhance your campaigns, reach out to us at Together Digital today.