SEO Max Your ROI Newsletter, 23 Aug 05, p5
Article of the Week - Having One Agency manage both Natural & Paid Search Campaigns

There are strong synergies in having the same Agency manage PPC and Natural Search Campaigns. Sharing the data and running campaigns closely together will reap rewards. Why bid high on a key giving you a expensive CPA when you have top 3 Natural ranking for it?
Benefits:

  • Avoid lack of communication between all parties involved
  • Leverage knowledge learned in one campaign on the other
  • above the fold below the fold strategy, if your Natural search result is in top 3 why not place the same keyword PPC result below the fold, say position 8? That way you get 2 cracks at the click
  • Understand from PPC what keys convert best, then you can focus your attention on obtaining Natural rankings & building up pages for these keys
  • Rotate landing pages using PPC to build best page then use that on site
  • Find traffic you don't want by viewing your search engine referrals, then using negative matching in PPC
  • Understand your Natural Rankings and deliver a different message via PPC ads
  • Simplified reporting in one interface

Short and sweet but I am amazed at the lack of communication sometimes, and the value of having all the data to hand when working & making decisions is priceless.
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