Google PPC and Organic Joining Hands
Posted on July 27, 2008
Are Organic and PPC Joining Hands?
Google’s Basic Company Mission: Provide most relevant content delivered on SERPS, includes PPC and Organic Results.
Changes to Performance Based Advertising at Google.
Did anybody notice the economic platform at Google has been rapidly evolving lately? “The winds of change” are here today, right here, and now.
This applies to both PPC and organic results that are served when someone enters a phrase into the all mighty Google Search.
Advertisers have to be kept happy and Google knows that. Google is bringing the 2 worlds together. . . natural and PPC. They are moving forward in small but certain steps. Part of success from this program used to be derived from the longer a company spends bidding on a particular phrase, the lower the cost per acquisition. An example of this is if we had a company that was bidding on a term such as “home security” for the last few years thier cpc (cost per click) may be $4. If a new company entered the marketplace and wanted the same term for the same ad position they may have to pay $6-7 for the same click. Presumably, the reason for this is fundamental business or a loyalty bonus.
With the new Google updates that have occurred in June/July 2008, loyalties seem to not longer have as much merit with Google. Do the years of keyword investment with Google mean nothing anymore? It seems like a more level ground for all players.
Organic Ranking- How Old is Your Domain?
Natural ranking has historically had allot to do with seniority (time online). The next time you are online searching Google, take note of the top ranked websites, go to waybackmachine.com and see how long they have been online for. You will start to see a common pattern…they have all been online for years many years. This has been common in both worlds of search, paid and organic. Of course there are many other ranking factors but “age” of domain appears to carry much weight indeed!
Does Using Other Google Webmaster Tools Help?
There is a new school of thought that is beginning to lean towards the use of Google’s suite of tools. Programs such as Analytics, website optimizer, campaign optimizer, and AdWords can be used in harmony to improve your AdWords spending. That’s what Google has made em for and that’s what we should use em for! Does Google take note when you are using these other programs? Let’s think for a second, when we employ these free programs, we improve our bottom line AND Google keeps the data. Seems like a good deal? Imagine (for a moment) the power of that conversion and analytic data that Google has in a data base! They can tell you what you are thinking before you think it 
. We must keep in mind Google is running a business just like the rest of us. They have a business model.
Is Pay Per Click Advertising Enough?
Big budget companies that have come to rely heavily on PPC are now seeing a reduction in ROI. Their business models have started to become less-profitable. If you becoming solely dependant on PPC traffic it is a costly mistake. Fortune 500 companies that spend 100-500k per month in PPC seem to have seen the greatest ROI reductions. Added to that, very little effort has been taken on building the organic side of their website. Many longterm AdWords advertisers have had their golden road paved in the same asphalt everyone else drives on. Other channels of traffic must be developed.
A Few PPC Questions to Ask Yourself
- Do we need to get incoming links to isolated landing pages?
- Does length of bidding time effect a particular key phrase’s CPA?
- Does Google classify PPC clients in level of importance (volume)?
PPC, Organic And Social Traffic Sources
I am not sure if anyone is really noticing the fact that Google is transforming into a social media platform. It is now more important than ever to be using Google’s connect the dot suite of tools to be profitable. A strong comprehension of the relationship between PPC, social marketing, and natural ranking is critical. There are few online businesses that are really taking advantage of this. PPC and organic result pages are becoming a more co-ordinate train of thought over at Googleplex. Here’s a social marketing lesson from the Google Developers themselves.
Let’s Take a Look at Organic Ranking
Here I will take the phrase “real estate” and query a random Google data center
1) Searched for http://www.realtor.com/- Online since Oct 09, 1997
2) Searched for http://www.realestate.com.au- Online since Dec 19, 1996
3) Searched for http://realestate.yahoo.com/- Online since Jan 25, 1999
4) Searched for http://www.realestate.com/- Online since Jan 02, 1997
5) Searched for http://www.domain.com.au/- Online since Nov 27, 1999
So you can see that the top 5 ranked websites are at least 11 years old. Is this coincidence? I could not help wondering the answer to this so I tried several other highly competitive phrases and found the same results occurring. In natural rankings age appears to be very important to top rankings.
Age of Domain and PPC
Most PPC (AdWords) professionals have come to the conclusion that seniority matters. Loyalties and time spent bidding on specific keywords appeared to matter. Particularly working in Google’s MCC where PPC professionals have an opportunity to see the same campaigns perform differently for various clients. The only difference was “length of time” bidding on the same keywords. There has always been a difference in CPC bidding for position, the more senior the client, the lower the CPC for the ad position. This is what appears to have been a big change in AdWords.
The lesson here is we need to have well rounded websites that appeal to both PPC and organic traffic sources. What I mean is there are multi billion dollar fortune 500 companies that depend on PPC alone and have put no efforts into organic rankings. That is the biggest change in the world of PPC. It appears as though your money and your loyalty can no longer hold your ad positions at a preferred rate. An all encompassing SEM strategy is needed. Then your strategy needs to be measured and tweaked constantly.
Organic and PPC Strategy
Audio- Art Crowley and Russell Wright on PPC Silo Mapping-
I have listened to this PPC Campaign set up audio and there are many keypoints that Google really doesn’t share with you…
Firstly , how can we stablize our content network camaigns? As Art Crowley says in this audio turning “Uncertainly to Predictability” is the desirable result. Take control of your traffic and stop relying Google PPC alone to control your destiny. To do this a complete marketing plan is required to transform your website into an expert community. Relationship marketing is the secret to develop a following in a single market. You can now direct offers to your list of subscribers. We need to know the tears that people cry on the organic and PPC side of the authority site. With a little digging organic traffic can also be high conversion. New visitors begin to feel the pain that you discuss in the community. These people can relate and also join the community. What does this strategy do for you? It makes your site profitable ALL THE TIME, whether you are on vacation or not.
Keyword Research, Market, and Theme Focus are the Secret Here…
- Single out your area of expertise and zoom in on it.
- Become an expert on a certain subject.
- Remain focused.
- Build PPC and Organic camping to capture your audience within your area of expertise.
- Build a list.
Once you get your authority strategy in place and your visitors are highly targeted, you can select a few companies that want to advertise to this targeted audience. They can sponsor your site at the same time you are still focused on generating leads for your own goals. This is an effective strategy when you are focused specifically on one industry market.
Become your OWN CPA network and get paid to deliver highly targeted leads. Do not fear picking up your phone and making contact with companies that would benefit the most from advertising to a targeted audience only. Pay for performance only! You generate a lead for them and they pay you for that lead. This entire process can be automated with simple coding.
What Google Does NOT Tell You About The Content Network?
So, like most AdWords users tweaking and improving ROI is constant. When you ask Google to help you untangle the mystery of why your campaigns have gone from profitable to non-profitable they will make recommendations. One of those recommendations is to copy the profitable AdGroups to a new campaign and they will not have to be reviewed. What they fail to mention is the fact of CTR (click through rate) is not credited in the new campaign. So your quality score now becomes affected because all historical CTR is lost. Google uses CTR history to help determine QS and ad positions. Now all is lost!
Take Control of Your Future Online
The solution here is to create a way to build your own list (lead form). This will now allow you to take control of a targeted traffic sources. Build your list by offering helpful freebees for them. TAKE CONTROL OF YOUR VISITORS NOW!
Transform a Good Landing Page to Great
- Site map in footer
- Landing Pages, Link to index
- Determine best Adgroup and landing pages, recreate similar
- Keyword in Title and
- Plenty of Keyword synonyms in the body text
- Build squidoo lens and point it to landing page http://www.squidoo.com/browse/homepage with keyword anchor
- Optimize conversion ROI so you can afford what is needed to get quality clicks.
It is short sighted to allow your precious website becoming dependant upon a PPC drip line of traffic. Just like organic ranking CTR, conversion and traffic can diminish overnight. Why not develop a relationship with your own Leads? Resell these people AND develop a long-term relationship.
Approved by Governor- Create Online BusinessStuck on the net
Filed Under Pay Per Click |
Leave a Comment
If you would like to make a comment, please fill out the form below.
