It has been well documented for a long time (in digital years) that search advertising is continuing to claim an increasing share of voice in Search Engine Result Pages (SERPs) compared to organic listings.
What does this mean for our client’s bottom line? Does it cost more to have a presence in search?
Our latest blog outlines our expert opinion on the state of play between the endless battle of paid vs. organic search.
Does It Really Matter?
Without a doubt, search engine marketing is now one of the top ways customers engage, interact and transact with brands.
We have seen consistent growth from our paid search campaigns across all of our eCommerce clients (this of course has everything to do with our epic campaigns!). We are also seeing, through strategic optimisation and using DoubleClick, our CPCs have never been lower.
What we are seeing however, despite our SEO efforts, is a fairly dramatic shift in traffic from organic to paid. The important question here is; “does this really matter”?
The Myth Of ‘Negative Impacts’
We regularly see articles published around the “negative impact” of an increasing presence of paid ads in search, and it’s true that it is costing companies more to maintain maximum share of voice across search engines. However, companies have the capability, through well optimised campaigns, especially those managed through DoubleClick, to generate unprecedented Return on Ad Spend (ROAS).
We also need to keep a very important fact in mind when looking at, in particular, cost per acquisition (or CPA)…
Cost per acquisitions in search are still miniscule in comparison to back in the day when press ads were the number one way of generating sales. We need to pay tribute to how incredible search engines have been for businesses. We need to acknowledge that, because of search engines, consumers can find and engage with brands easier than ever before. Plus, we need to recognise that nothing in this world is free, and Google is offering a pretty epic way of generating sales for businesses, in the most cost effective way in history.
The answer therefore, is no. It doesn’t matter. As long as you’re running well optimised and managed SEM campaigns, your bottom line should be looking healthier than ever.
Words by Angela Hampton, Managing Director, The Wired Agency