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Integrating Paid and Organic Search Campaigns
Each search engine marketing strategy, organic search engine optimisation (SEO), pay per click advertising (PPC), paid inclusion (PI) and feed management, offers you its own unique benefits. However, used in combination, and most importantly in coordination with each other using one vendor, they can generate results that are far greater than the sum of their individual parts.
Engaging in both SEO and paid search can improve your "share of voice" on search results pages. This integration, however, will be difficult if you are working with different vendors to separately manage your paid and organic search campaign. This is because the vendors involved cannot fully understand the intricacies of each other's strategies and results. Furthermore, each vendor will have different processes, technologies, communications methods, and schedules. As a result, attempting to get multiple vendors to coordinate their efforts will probably fall to you to coordinate. And this coordination can be frustrating and time-consuming at best, and impossible to effectively accomplish at worst.
iProspect's Integration-Based Culture
iProspect Malaysia has adopted a search marketing process model that will successfully integrate both Paid and Organic Search Marketing campaigns to maximise your goals based on these learnings:
- Data Sharing:iProspect Malaysia determines which keywords convert and produce the most traffic on both your PPC and SEO programs. Whether the campaigns launch simultaneously, or at different times, we are able to seamlessly utilise results from one campaign and apply them to the other. For example, as PPC results frequently materialise faster than SEO results, our team quickly determines which keywords are driving qualified visitors to your website and causing them to convert. As a result of these findings we provide immediate recommendations on optimising pages of your site to target these same keywords for natural search results.
- Keyword Generation: At the same time, iProspect Malaysia uses SEO results to expand paid listings by analysing log files to locate keywords that are driving visitors to your website that were not originally targeted. Some of these "hidden gem" keyword phrases that are uncovered by SEO log files can be added to your PPC campaign almost instantly.
- Landing Page Testing: iProspect Malaysia utilises your PPC campaign to evaluate variations in your landing pages and uncover those which are successful at converting qualified traffic. Once the most productive landing pages are identified, our team can immediately recommend changes to pages within your natural SEO, PI and feed management campaigns. Often times, there are keywords discovered within your PPC campaign that provide so much value, that it makes sense to develop content around them for SEO, PI and feed management.
- Balancing Visibility: Once natural SEO and PI campaigns are under way and you begin achieving natural search rankings, you have the option to remove certain pay per click search ads or lower bids for keyword phrases that are generating natural search results thereby reducing costs while still pulling in visitors and improving conversion. Our team provides recommendations on when to focus on paid listings, when to focus on natural results, and when to take advantage of both channels.
These are just some of the aspects of iProspect's integration model that illustrate how sharing results information is critical to maximising the successes of each strategy.
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