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 is often being implemented on Brand terms, cannibalising Organic Sessions & Revenue while artificially inflating SEM ROAS.
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.
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.
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:
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.
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.
The high purchase intent, highly qualified keywords that remain are then targeted with Paid Search campaigns to attract new visitors to the site.
All without increasing their Search Marketing spend.
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.
Working with the team at LION Digital has been like a breath of fresh air. I almost gave up on working with an agency after 4 previous failed…
Fantastic Service and Staff. They were very friendly and easy to deal with, and gave a big boost to our online Traffic and Webstore.
I can’t say enough good things about Lion Digital! From start to finish, their team has been nothing short of outstanding. They took the time to really understand…
These guys know what they are doing!! We have just begun our partnership with Lion but from the get go we have found them to be very thorough…
Working with the Lion team on our ESP migration to Klaviyo was seamless. They were always transparent with information, reporting, updates and needs – he was like an…
James (our director) and Tom (the sales lead) really like the design you made. I’m very happy with what we have done with the design template!
Where do I start? If you’re looking to invest in your eCommerce digital marketing, you won’t regret bringing LION on board. The entire team at LION are veterans…
Are you looking to increase revenue and improve your Return on Investment? Schedule a call to learn more about your search performance.
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