Client objective: increase MoM traffic
Posted: Tue Jan 07, 2025 6:54 am
When we talk about SEM , SEA, Paid Media, Paid Traffic, PPC … we are faced with the different meanings used to refer, within the professional digital marketing sector, to what we commonly call “Internet advertising”.
Although we can simplify this whole list of nomenclatures further if we focus exclusively on search engine advertising . In this sense, we will almost always hear SEM to refer to this discipline, but the truth is that, by its very definition (Search Engine Marketing), we really must include in this equation the other fundamental pillar of search engine positioning , SEO strategies .
When dealing with SEO and SEM issues , we only think about Search, when in reality we must take into account:
Organic updates.
Google Ads Updates.
Structured data markup (FAQ, product, etc.).
Shopping, Hotel, Search, Galley, Universal App and Local Ads.
ASO, WPO, traceability…
Social Ads.
Notoriety and off-page SEO.
What does all this mean? We need cohesion, solid teamwork. And, as the saying goes, “unity is strength.” Throughout this article, we are going to explore the importance of how good cohesion and methodology between SEO and SEM strategies brings superior results in projects .
First of all, let's put the battles aside.
Staying “faithful” to a single discipline and its individual results, without looking beyond the overall project, harms us as professionals, and the project in terms of its profitability (ROI) in the first instance.
Synergies with Search The importance of SEO and branding , working on its presence in the digital world, provides us with a series of benefits and synergies that help both our SEO strategy and our paid campaigns. What does this mean? By having active Brand campaigns on Google Ads or Microsoft Advertising (formerly Bing Ads) we will achieve:
Brand protection , sometimes very necessary as we see in the following image:
Higher level of saturation, that is, greater presence and visibility of the brand in the SERP.
Greater profitability by improving our Google Ads QualityScore, as long as campaigns are executed correctly.
Obtain more complete information about our competitors by cross-referencing SEO and campaign data.
DSA: How SEO Helps Google Ads
Good SEO can become a differentiating factor compared to your competition . DSA (Dynamic Search Ads) campaigns are a true reflection of this as they depend highly on your website's SEO.
What are DSAs? These ads, which stand for Dynamic Search Ads, are automatically generated to respond to user queries with the content of our entire website or parts of it.
What synergies do we get from having active DSA campaigns in Google Ads Search?
Keyword hunting for SEO and PPC.
New campaign opportunities . Migrate the best-performing keywords to your own campaigns.
SEO content improvements , based on the detected terms.
Perfective on-page SEO actions on current pages, those URLs that do not respond as expected.
Exponential increase in impressions, clicks and sessions.
Very noticeable reduction in CPC levels when bidding on longer tail terms
The combination of DSA + Smart Bidding + RLSA campaigns = Smart RDSA for a afghanistan phone number higher CTR and lower CPA than standard campaigns.
How do we do it at Flat 101? We are currently immersed in a traffic acquisition project in which we apply this methodology. The results obtained have far exceeded our expectations.
Start with a classic campaign structure (top organic keywords by traffic, about 400 to 500 clicks per day).
Launching DSA campaigns once SEO requirements were ready.
Results obtained:
21,000 average weekly clicks
70% reduction in average CPC
CTR of 20% , virtually identical to before DSA activation
Synergies with Universal App Campaigns (UAC)
ASO or App Store Optimization, is the process of optimizing results in an app store (e.g. Google Play). Let's say it 's the SEO of apps. A good ASO helps Google Ads Universal App Campaigns (UAC), since these have a high dependence on the App's ASO . Google Ads shows UAC ads in line with search terms relevant to the app or category to which it belongs. Generating the keywords for the ads in different ways and always automatically , for example: using the search terms used in Google Play with which users have found the app and extrapolates it to the search network, thus trying to replicate the store experience to the main search engine.
Although we can simplify this whole list of nomenclatures further if we focus exclusively on search engine advertising . In this sense, we will almost always hear SEM to refer to this discipline, but the truth is that, by its very definition (Search Engine Marketing), we really must include in this equation the other fundamental pillar of search engine positioning , SEO strategies .
When dealing with SEO and SEM issues , we only think about Search, when in reality we must take into account:
Organic updates.
Google Ads Updates.
Structured data markup (FAQ, product, etc.).
Shopping, Hotel, Search, Galley, Universal App and Local Ads.
ASO, WPO, traceability…
Social Ads.
Notoriety and off-page SEO.
What does all this mean? We need cohesion, solid teamwork. And, as the saying goes, “unity is strength.” Throughout this article, we are going to explore the importance of how good cohesion and methodology between SEO and SEM strategies brings superior results in projects .
First of all, let's put the battles aside.
Staying “faithful” to a single discipline and its individual results, without looking beyond the overall project, harms us as professionals, and the project in terms of its profitability (ROI) in the first instance.
Synergies with Search The importance of SEO and branding , working on its presence in the digital world, provides us with a series of benefits and synergies that help both our SEO strategy and our paid campaigns. What does this mean? By having active Brand campaigns on Google Ads or Microsoft Advertising (formerly Bing Ads) we will achieve:
Brand protection , sometimes very necessary as we see in the following image:
Higher level of saturation, that is, greater presence and visibility of the brand in the SERP.
Greater profitability by improving our Google Ads QualityScore, as long as campaigns are executed correctly.
Obtain more complete information about our competitors by cross-referencing SEO and campaign data.
DSA: How SEO Helps Google Ads
Good SEO can become a differentiating factor compared to your competition . DSA (Dynamic Search Ads) campaigns are a true reflection of this as they depend highly on your website's SEO.
What are DSAs? These ads, which stand for Dynamic Search Ads, are automatically generated to respond to user queries with the content of our entire website or parts of it.
What synergies do we get from having active DSA campaigns in Google Ads Search?
Keyword hunting for SEO and PPC.
New campaign opportunities . Migrate the best-performing keywords to your own campaigns.
SEO content improvements , based on the detected terms.
Perfective on-page SEO actions on current pages, those URLs that do not respond as expected.
Exponential increase in impressions, clicks and sessions.
Very noticeable reduction in CPC levels when bidding on longer tail terms
The combination of DSA + Smart Bidding + RLSA campaigns = Smart RDSA for a afghanistan phone number higher CTR and lower CPA than standard campaigns.
How do we do it at Flat 101? We are currently immersed in a traffic acquisition project in which we apply this methodology. The results obtained have far exceeded our expectations.
Start with a classic campaign structure (top organic keywords by traffic, about 400 to 500 clicks per day).
Launching DSA campaigns once SEO requirements were ready.
Results obtained:
21,000 average weekly clicks
70% reduction in average CPC
CTR of 20% , virtually identical to before DSA activation
Synergies with Universal App Campaigns (UAC)
ASO or App Store Optimization, is the process of optimizing results in an app store (e.g. Google Play). Let's say it 's the SEO of apps. A good ASO helps Google Ads Universal App Campaigns (UAC), since these have a high dependence on the App's ASO . Google Ads shows UAC ads in line with search terms relevant to the app or category to which it belongs. Generating the keywords for the ads in different ways and always automatically , for example: using the search terms used in Google Play with which users have found the app and extrapolates it to the search network, thus trying to replicate the store experience to the main search engine.