BaldSEO has a unique approach to paid search and pay-per-click (PPC) advertising. We use PPC to help us to better understand where to focus our efforts in SEO. Our goal with PPC is to find the terms that have the greatest ROI and then utilize proper SEO to help the website/webpage rank well organically for the terms we see successful in a PPC campaign.
The outcome is a stronger ROI for your paid search campaign because the tactics implemented in order to obtain proper SEO also help to improve the overall quality score of a paid search campaign. The better the quality score for the paid search campaign the lower the minimum bid price for the term in paid search services like AdWords. This often times can save up to 20% on the cost of the pay-per-click marketing campaign.
As proper SEO is implemented through the site starting with the strongest ROI PPC terms, it no longer becomes necessary to bid on certain terms because the site is already ranking well in the organic search results for those terms. If it is preferred by the customer to continue the paid search advertising on the terms that the site begins to rank well on naturally, then the site simply realizes a stronger ROI on the term and associated landing page due to the added traffic and conversions of the natural site ranking as well. It is our recommendation in most situations however that the client reinvest their efforts into new terms and apply the same process of getting the new terms to organically rank well. This results in the strongest possible ROI for an online search marketing campaign.
Typically, within a year a site realizes more traffic from organic rankings (SEO) than from paid search (PPC). Most sites also realize a dramatic increase in ROI from just their paid search campaigns thanks to the improvement to the PPC management and our focus on removing the lowest converting terms as quickly as possible.
