When considering organic search versus paid ads on Google, it’s crucial to understand both strategies are integral to a comprehensive digital marketing approach. Here’s an in-depth comparison to guide you:
CASE STUDY: THE HIGH-FASHION E-RETAILER
Consider a high-fashion e-retailer launching a new line. They already have a robust SEO strategy that brings in substantial organic traffic, but for this launch, they need immediate visibility.
- Organic Strategy: Continuation of their content marketing with blogs, influencer collaborations, and SEO optimization for the new line.
- Paid Ads Strategy: We created a PPC campaign targeting high-intent keywords and utilizing display ads to retarget visitors who engaged with the new line but didn’t purchase.
The key to success was the selection of keywords to be targeted.
High-volume keywords had a high price but were a perfect match. The company was willing to pay the price. But in our experience, bidding on a higher price does not mean higher conversation.
On the other hand keyword bidding for a low-volume keyword also will not yield results.
We suggested the ‘long tail keywords’ option and selected the best 10 keywords to bid for. The keywords were with a purchase intent and had a decent traffic on Google.
Result: The paid ads drove immediate traffic and sales, while the organic strategy ensured a sustained interest post-launch, building brand authority and customer loyalty.
Ultimately, the choice between organic search and paid ads is not binary. A holistic marketing strategy often involves leveraging both to achieve both short-term goals and long-term growth. It’s not about choosing one over the other but understanding when and how to use each effectively in the digital marketing landscape.