Yum Yum! Does Paid Search Cannibalize Organic Search?


As marketers look for new ways to cut costs and increase their ROI, they are also rethinking the true value of SEO and PPC. Many marketers are asking the question: “Why pay for clicks when I have a top Organic position and get these clicks for free?” while others are wondering: “If my PPC campaign is doing well, why should I do SEO?”

The question you should be asking is “How do PPC and SEO work together?” As you may have guessed, PPC does take some clicks that otherwise would have gone to SEO, a process known as cannibalization. Despite this phenomenon, PPC and SEO yield many benefits when used together. IMPAQT recently used our analytics capabilities to determine the exact benefit of using PPC and SEO.

Chrissy Lynn, Search Account Manager, and Jessica Clark, Senior Decision Support Analyst, discuss our analytical approach to help a retail client use PPC and SEO together to show that PPC drove incremental orders and additional revenue over and above SEO orders.

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