There has always been a nagging question facing many PPC advertisers: Is the paid search channel simply a costly substitute to the organic search channel?
What would happen to total website traffic if PPC were turned off? What percentage of the lost PPC traffic would be recaptured as organic search traffic? If that percentage is high, it means the paid search channel drives in little incremental traffic; it simply siphons traffic that would have come through the organic search channel anyway.
Unfortunately, most advertisers and their agencies do not have a well-grounded answer to this question, which can lead to misallocation of resources between PPC and SEO.
In this webinar, we will discuss how you can figure out to what extent your paid search channel substitutes/complements your organic search channel. Equipped with this capability, you will be better able to coordinate your PPC and SEO initiatives and avoid managing them in silos.
In this webinar, you’ll learn:
- If your site is highly ranked in organic search results, do you still need to spend on PPC?
- What would happen to total website traffic if PPC were turned off?
- Create a KPI for tracking the incremental impact of PPC on website traffic.