9 Ways You Can Use Paid Advertising to Drive

Organic Traffic

Brought to you by:

Upswing Interactive

UpswingInteractive.com

@GetUpswing

Paid and Organic Search

• When many of us hear organic search and PPC

(pay-per-click) mentioned in the same sentence, we

still mentally put them in to two different

categories.

• It’s time we focus on getting both organic and paid

search to complement one another. If you haven’t

already shaped your campaign around this concept,

now is the time to start.

• This, of course, has been made much easier with

the help of the AdWords Paid and Organic Report

since we can track the consumer footprint more

clearly. This knowledge can now be used to drive

traffic and conversions.

Paid and Organic Search

• Google advocates that “brands with a #1 organic

search ranking can get 50 percent more clicks on

average by paying for an accompanying ad.”

• In other words, if you aren’t paying Google,

you are missing out!

• While of course Google dangles little carrots like

these in front of us (and of course we may meet

this concept with a healthy dose of skepticism)

there are some real, measurable benefits to using

paid advertising to drive organic traffic and

ultimately convert sales.

• If you are a marketer who is already organically

ranking above the fold on page 1 in SERPs for your

intended keyword, you may be thinking “why pay

for ad placement when I am already being seen on

page 1?”

• Here are 9 different answers to that question…

1. Gain Insight into User Search Intent

• Years ago if you wanted your content to rank well,

you stuffed it to the gills with relevant keywords.

• It may have read like it was written by a computer

and made little sense to the consumer, but for a

period of time this trick helped marketers climb the

rankings.

• Of course this is now frowned upon (and can get

you removed from search results) but keywords are

still important for understanding how customers are

finding you.

Are you searching for the cheapest apartment in New York? If you’re looking for the cheapest

apartment in New York, you can stop right here. Our cheap apartments in New York website is the

ultimate one-stop-shop for the cheapest apartments in New York.

• The real catch term now is “user search intent.”

• Think about your last search for a restaurant. You

saw Google results that were relevant for your local

area right?

• How about the last time you misspelled a word in

your search? Google asked if you meant an

alternate word that was close to your request,

however it was spelled correctly.

• This is how Google has evolved to match user

intent rather than simply matching a keyword with

results.

• As a marketer, evolving in this same way is

pertinent. We must create content that matches

intent, not just the words a person is searching for.

1. Gain Insight into User Search Intent

• So how does paid advertising help?

• Well, we have been told for years to break

down user intent into navigational,

informational, commercial and transactional

categories and play to each of these consumer

needs with our content.

• By testing ad copy and landing pages with

paid ads, you can see at what point during the

user search intent process consumers are

finding your content informational and useful

and test content to see which converts the

best.

• You will want to use language that will

motivate the searcher to click through content

that is relevant to their initial search query

and intent.

1. Gain Insight in to User Search Intent

2. Increase Conversion Rates

• When you begin running paid ads, you will without

a doubt increase your conversion rates…if you are

doing it right that is!

• Using paid ads to do an A/B test on landing page,

headlines, content etc. is a great way to identify

what converts customers most effectively.

• In general, paid traffic converts at a higher rate

than organic.

• According to a report by MarketLive, the

conversion rate of traffic to paid ads is actually

35% higher than that of organic traffic.

• In researching for your paid advertising campaign,

you will be doing lots of keywords analysis to

decide what terms and phrases you want to target.

• This can be a great way to discover additional

keywords or concepts you would like to develop

organic content around.

• This is one way that you can utilize AdWords Paid

and Organic Report to increase your understanding

of relevant keywords for your brand.

• While the point of Google allowing you to discover

these additional keywords is to have you bid on

these additional terms in a PPC campaign, you can

utilize this information in your organic strategy.

• Also, conversely, look closely at the keywords you

are ranking organically for and considering using

these to increase conversions in your ad copy.

3. Gain a Better Understanding of Keywords to Optimize Your Traffic More Efficiently

4. Test Ad Copy for Use in Organic Copy

• One of the greatest benefits of increasing your

traffic with paid advertising is that you are going to

gain a lot of traffic quickly.

• Use all these eyes visiting your offers and

content to test out ad copy!

• You can create your campaign to reveal “the best

performing ad most often,” so that you can see

winners quickly.

• This effective ad copy can then be rolled into

your organic copy, creating a more relevant

and conversion friendly landing page.

• By utilizing the knowledge you are gaining in your

PPC campaign, you will begin to notice that by

using similar effective copy your organic click

through rate (CTR) and conversion rates will

increase.

• As we know, there is typically no way to guarantee

anything will work when it comes to SEO.

• However by using content we already know

performs well, it does ad a bit more confidence that

our content creation efforts will not be in vain.

4. Test Ad Copy for Use in Organic Copy

5. Get Links From Valuable Websites

• While you may have had your recent link building

campaign put on hold from recent algorithm

changes, have you even considered that when you

are building a successful PPC campaign you are

also gaining links from valuable websites?

• Websites like SpyFu and KeywordSpy are aimed at

helping you view your competitors paid and organic

strategies and they also will be providing valuable

links to your pages.

6. Build Brand Recognition and Customer Trust

• Numerous studies have found that while paid ads

convert at a higher rate, the addition of having an

organic placement near the top of the page with

the ad is what helps seal the deal for many

consumers.

• When consumers are in the research phase of the

sales funnel, their searches are likely broader.

• This is one reason that it is important to target not

just the narrow sales converting type terms and

keywords, but also the more broad terms as well.

• As additional queries result in the user search

process, these phrases may be narrowed down by

color, size or other modifiers.

• The more often the consumer is seeing your brand

front and center throughout their search, the more

they begin to trust in your brand and your products.

• Unlike the consumer just being slapped in the face

repeatedly with your ad copy, they are seeing your

content showing up in organic search results

answering their many questions.

• Use your paid ads not just to convert customers,

but also to inspire trust in your brand.

6. Build Brand Recognition and Customer Trust

7. Find Additional Keywords to Use in Your Organic Strategy

• In researching and monitoring the performance of

your campaigns, you will begin to see trends and

patterns in phrases and keywords that perform

well.

• Consider using this insider knowledge to curb your

organic strategy.

• This can be done by not only utilizing those

high performing keywords, but also creating

brand new content to answer a variety of

questions the consumer will have before

making a conversion.

• Of course, you will want to sprinkle in these

keywords in your content, but more

importantly you will want to build content

around that key concept not just the

keywords.

8. The More Space on SERPs You Take Up, The Less Room for Competition

• This may be one of the most basic ways that PPC

and organic search together can help your brand –

the more room you take up above the fold on the

SERP, the less room there is for competition.

• As realtors say it’s all about “location, location,

location.”

• The same is true in SEO.

• Not only are you gaining more eyes when you are

ranking high for organic terms, but if you are taking

up real estate on both the left and the right side of

the results, where is your competition?

• Below you, and this is where you want them to

stay.

9. Organic Placement and Paid Ads Appeal to Users at Different Places in the Sales Funnel

• By utilizing both paid and organic strategies in your

campaign, you are appealing to a broader group of

potential customers.

• If you have developed well crafted, high ranking

organic content for a broad range of terms, you

should be showing up in results in the initial stages

of the user search process.

• If you are selling computers, for example, you

aren’t just showing up for your brand name, you are

showing up with general queries like ‘how to

choose a computer,’ or ‘5 questions to ask before

buying a computer.’

• Additionally, your paid ads are there to appeal to

the consumer when they are ready to buy.

• With this mix of broad organic content and narrow

sales driven ad copy in your paid ads, you are

capturing the user’s attention every step of the way

down the sales funnel and as mentioned previously,

this not only puts you front and center but also

gains trust and awareness for your brand.

9. Organic Placement and Paid Ads Appeal to Users at Different Places in the Sales Funnel

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