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the simple way to test this is (if you dare) to turn off all of your paid search for
a week and measure the impact on the expected organic lift. most organizations are
not willing to do something as drastic as this. in that case, i suggest you choose specific
campaigns, ad groups, or just a set of keywords that you turn off and then measure the
organic search equal to those.
i am not saying that the effect is always negative; it may prove that organic sup-
ports your paid search, and again vice versa. my point is that you need to have an
understanding of how they are related so that you don't end up optimizing your paid
search in the wrong direction because of an impact on organic rankings.
i am fully aware that this topic has turned from direct and easy-to-use sugges-
tions in Parts i and ii to a more theoretical discussion in Part iii with concepts that are
less easy to directly apply to your business. this shift is intentional, and i hope that it
gets you thinking and that it opens your eyes so you aren't fooled by overly simple paid
search optimization schemes. now let's move on to form analysis and optimization, or
more directly, how you can get more leads.
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