Paid search marketing solution provider SearchIgnite has added a new feature to its 3.0 search management platform which will allow all companies using the software to incorporate natural search rankings and performance analytics with paid search.
Marketers can now keep track of both paid and organic search to see how one affects the other.
In a study conducted by SearchIgnite over the past four months, a financial services client, which SearchIgnite declined to name, saw that natural search clicks were 17% higher on days when paid search ads were running.
“The argument that comes up often for marketers is that if a company has already invested a lot of money in improving its organic search ranking, that it’s not worth it to spend money on paid search,” said Roger Barnette, president of SearchIgnite. “This represents a ‘one plus one equals three’ mentality that says paid and natural get more clicks when combined than if run separately.”
He says that while you can’t guarantee where your brand will come up in natural search, understanding the correlation between paid and natural is vital. “What many people don’t understand is that even if a company hold the number one position in natural search, using paid is one of the most profitable things they can do,” Barnette said.
SearchIgnite’s clients include Digitas, E*Trade and ad agency LM&O.
