80% of what we do is based on organic search but we also offer PPC as a service too. What we are particularly interested in, on behalf of our clients, is the intersection of how paid and organic search can work in tandem with each other. You see most digital agencies silo their search marketing efforts. And, in our experience, there will be one SEO and then a team of paid search people. Why is this? The ROI or ROAS from paid search is binary. Spend X and make Y. This allows an agency to go to market with a service that is quantifiable. SEO has historically and to this day, still is opaque. This makes it harder for agencies like is to monetise and a client to believe in.

Thankfully for us we often rely on word of mouth recommendations for our clients; we don’t really need to ‘sell’ what we do. Which is good as selling is hard work. But back to the confluence of paid and organic. When we engage on a new project everything should be on the table. And we often work on a white-label basis on behalf of other marketing agencies. With one of our Whitelabel relationships, we work for a large international electrical goods retailer. We have been working on this account since August 2020. Here are the results of our paid search efforts so far:

  • ROAS is currently well improved in 2021 on both 2020 and 2019.
  • The £1.4mn. in revenue in 2021, is improved on the £1.2mn. for the whole of 2019, despite spend being £40k down to date.
  • £100,000 in spend has produced 1.4 million in revenue

Pretty impressive right? However, because we also handle the SEO work for this account we can see some interesting patterns and can choose to divert budget to wear it is most required:

By analysing the landing pages of the above we deduced extra resources needed to go into a link budget for the next period as we entered into the historically busy months for this client and to reduce paid search budget accordingly to make our efforts in organic more efficacious. And this confluence is where the magic truly happens…