Is your ROAS strong, but your Ads are running on Brand terms?
Have you increased your spending on the Search Channel but Revenue hasn’t grown?
Over the past few years when it comes to Online Advertising, on Google, Bing, and Social, there’s been an extremely heavy focus on achieving a high Return On Ad Spend or ROAS.
Now, it’s critical to ensure that every dollar spent is generating a positive return but when it comes to Search Marketing this approach is coming at the cost of a strong growth strategy and more importantly a strong Return on Investment.
It means that Paid Search Ads are often placed on brand terms, targeting customers that are already familiar with and searching for your brand. It’s also where your website already ranks organically. The result is that Paid Search may have a high ROAS but you’re ultimately paying for traffic you would receive anyway.
Now when it comes to eCommerce the recipe to growing revenue is very simple:
Visitors X Conversion Rate X Average Transaction Value = Revenue
Increase any one metric by 10% and you make 10% more Revenue.
Think about your customers, how often do your customers do a Paid Search or Organic Search?
They don’t. Customers just search. Making visibility, whether Paid or Organic across more relevant search terms key to increasing visitors and ultimately revenue.
The Problem with Paid Search on Brand Terms, is that it isn’t driving new Visitors, it’s an illusion, Paid Search is siphoning off Organic traffic to artificially promote results.
In very few hyper-competitive industries, or for very large brands with big spend in Paid Search it can be beneficial but for the vast majority (particularly in Australia) it’s a poor substitute for a good strategy, and return on investment will be very low.
We’ve developed a solution Blended Search Marketing
Blended Search Marketing uses SEO to raise the organic visibility of a website, with Paid Search used only where the site is not visible and doesn’t rank organically.
Paid Search is used in a complementary manner to your Organic presence, attracting new, highly qualified, high purchase intent visitors to the site, increasing overall visitors but most importantly revenue.
How we do it
The whole market approach whether doing SEO to grow Organic Visibility, Paid Search to drive new Visitors & Revenue, or a Blended Strategy allows us, LION Digital, to create better processes for our clients to achieve wonderful results.
Our Process includes:
A Consumer Demand Audit
Defining ALL relevant keywords across brand but most importantly Discretionary, Generic or Non-Brand Terms e.g. Product Categories, Products, and Related terms.
The volume of searches assists in identifying the total market opportunity.
Purchase Intent, Conversion, and Organic Visibility
We then identify the Purchase Intent for each keyword, the Conversion Rate, and Value per User for each relevant website page before measuring your brand’s Organic Visibility for each keyword.
This process allows us to identify any quick SEO wins.
Calculate Paid Search Opportunity & Cost
The high purchase intent, highly qualified keywords that remain are then targeted with Paid Search campaigns to attract new visitors to the site.
Blended Search Marketing Case Studies
All without increasing their Search Marketing spend.
The Result
When compared to a traditional SEO and Paid Search Strategy, a Blended search strategy sees a substantial increase in Visitors and Revenue driven through the combined Organic & Paid Channels (or the Search Channel) and a greater overall Return on Investment.
The secondary result is that increasing qualified new visitors, this directly correlates to the growth in repeat visitors.
E.g. Increase New Visitors by 10%, Repeat Visitors should grow by the same proportion, however, Repeat Visitors contribute substantially more revenue.
Curious whether you’re making the most of your Search Marketing?
Are you looking to increase revenue and improve your Return on Investment?
Schedule a call to learn more about your search performance!
