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Are Your Paid Ads Cannibalising Your Organic Traffic?

Posted by in Pay Per Click (PPC)

Ever wondered if having a paid search ad campaign running detracts from the traffic that might have otherwise clicked on your free organic results? Google statisticians have recently run studies on over 400 paused Google AdWords campaigns to try to answer this question.

The quick answer is no. After observing organic click-through volume in the absence of paid search ads, Google theoreticians built a statistical model to predict click-through volume for given levels of ad spend. The results indicated that the percentage of paid clicks are not made up for by organic clicks when search ads are paused. And on average, 89% of the traffic generated by paid search is not replaced by organic clicks when ads are paused.

So if you were considering pausing your PPC campaign in order to cut costs, you may wish to review this study first, which shows evidence that stopping paid search can end up costing more in lost traffic than the campaign’s total cost per click. It’s also worth keeping in mind the advantages of Paid Search, such as when and where you want your ads to appear in search results, and the customised messages that organic search does not provide.

Search engine marketing experts overwhelmingly agree that paid search, while not a substitute for a longterm SEO strategy, is in fact an essential partner that complements your organic search campaign in order to maximise the online exposure for your company and its products or services.

About

Gabriela Serrano is one of our most experienced PPC Managers. She has managed Paid Search campaigns across a variety of industries, both B2B and B2C. Through continuous study and application, Gabriela has developed an outstanding ability to maximise PPC returns, making her an excellent asset to E-Web Marketing and our clients.

1 Comment

  1. James Norquay Reply

    I think it is a hard call to make if you have a client who likes to run a lot of promotions and offers via your brand terms and generic listings then yes PPC and organic can work together very well. You can change the copy on all your PPC ads for your offers and run your organic as normal as you wouldn’t want to change the organic copy for every new offer.

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