Financial professionals talk endlessly about the need to diversify your asset portfolio. Having all your eggs in one basket may fill up that basket but it will leave a lot of wicker sad and lonely. The same analogy is true in describing the state of paid search advertising.
According to an article in eMarketer, PPC search marketers are increasing their advertising presence on social media. 52% of global companies stated that social channels had either a moderate or huge impact on their search initiatives in 2010. And with more social networks tapping into paid search advertising, it makes sense that PPC campaigns on Facebook, Twitter, LinkedIn and YouTube would be on rise. After all, clicks still matter and finding your target audience where they live – on social networks – will likely produce more clicks and conversions. But adding PPC to Social Media Optimization (SMO) shouldn’t be the only way you diversify your search portfolio. Make some room in your PPC wicker basket for SEO.
Coordinated PPC and SEO programs combine the results-driving immediacy of paid search with the long-term brand and traffic growth of organic search. For instance, PPC search experts can drive organic keywords and improve landing page conversions while simultaneously boosting paid and SEO click-throughs . And with social search gaining traction, PPC, SMO and SEO can work together to drive brand awareness and customer acquisition.
Diversification of any assets, whether financial or search-related, is a sound, strategic approach. Search marketing, in particular, is continuously changing and evolving. PPC, SEO and even SMO are not what they were even a few years ago. By leaving all of your eggs in one search basket instead of sharing them with the other two, your plans to maximize ROI growth may get scrambled.