When optimizing profitability for an integrated SEM campaign, there is a delicate balance in managing cross-over keywords that apply to both Paid and Natural (Organic) Search versus keywords that are unique to both. We have seen click-through rates increase as much as three times when effectively integrating Paid and Natural (Organic) efforts. This multiple listing methodology allows marketers to "own" relevant keywords without the need to maintain premium positioning, resulting in higher click-through and conversion for lower cost-per-click compared to competitors. Since an optimally-profitable campaign depends on the strategic relationship between Paid and Natural (Organic) Search, both initiatives must be managed holistically.

Source: MediaPost Publications, Wednesday, October 11, 2006

Posted by: Clay Gillespie - 10/11/06

Return