As a marketer facing economic uncertainty (and the resulting budget cuts), it’s more important than ever to evaluate your company’s digital strategy.
So, how can you maximize results if you have fewer resources and money to work with?
How should you allocate your marketing budget to generate the highest possible return on investment (ROI)?
On February 22nd, I moderated a webinar with Ryan Maloney, Director of SEO Success at Conductor, and Alice Tonks, Director of Paid Search Customer Success at Adthena.
Maloney and Tonks walk you through five ways you can effectively leverage paid search and organic to boost your performance and grow your business this year.
Here is a summary of the webinar. To access the entire presentation, Complete the application.
As companies begin to constrict their portfolios due to lower consumer spending, we learn that it becomes more important to use organic strategies to capture as much traffic as possible.
But before we dive into how paid and membership work together, let’s differentiate organic search from Paid search Firstly.
that organic search A result (search engine optimization or SEO) is any result of a search query on a search engine results page (SERP) that is obtained rather than paid for.
On the other side, Paid search Results (Search Engine Marketing or SEM) are paid advertisements that appear on the SERP.
5 ways to combine SEO and search engine marketing for a more effective marketing return on investment
Here’s the winning formula to transform your business and increase your revenue: Combine SEO with search engine marketing for an unbeatable marketing return on investment.
Here are five ways to make sure your online success skyrockets.
1. Allocate paid search spend using organic search performance statistics.
Start by using keyword research to understand where you are underperforming.
This will help you understand your target audience and reduce unnecessary advertising expenses.
2. Inform your content strategy with keyword performance via search engine marketing.
Identify your most valuable paid terms, then work with your content authors to incorporate the high value terms into paid organic content pieces.
3. Conduct competitive research using both organic and paid insights.
Know your competitors and rank them accordingly. Then, analyze it with your own organic and paid research to get a clearer picture of the landscape.
4. Incorporate SEO best practices when creating paid campaigns.
When creating paid campaigns, avoid self-cannibalizing organically targeted keywords in order to align with the technical correctness of your website.
5. Enable communication and collaboration across the team.
After getting the full story, monitor and share performance with both the SEO and SEM teams. Then, work together to own targeted SERPs.
[Slides] 5 ways to combine SEO and search engine marketing for a more effective marketing return on investment
Here is the presentation:
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Smarter Ads: 5 Cost-Effective Ways to Get Higher Return on Paid Media
In this webinar, Tucker Stoffers, Senior Director of Growth Marketing at Divvy, will provide actionable insights and key strategies for growing your business while getting more for your money.
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Featured Image: Paolo Bobetta/Search Engine Magazine