Marketing Analytics, Paid Search
By Jonathan Kagan
No less than four times per year, every year, I hear, "If I am ranking well organically, I shouldn't need to pay for those keywords."
Or, more often, it is: "I am top of the page for my brand name, so I don't need to bid on my brand keywords."
And each time I hear this, I let the small fit of internal rage pass before responding.
That response typically goes something like this: "Well Mr./Mrs./Ms. X, let me tell you about the paid search incrementality theory, or as it is often coined, the 1+1=3 theory."
After I finish explaining the rule to them, 90% back off from their request to stop keywords, 9% request to test the theory, and 1% ask me to stop talking.
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