We often discuss optimal brand strategy with clients, recommending a solid SEO strategy alongside a prominent PPC brand presence based on results we’ve seen across multiple clients and verticals. Recently, we tallied the data across a sample client to measure the relationship between Organic & PPC brand search position. Our sample client has two main features:
- There is high competition on pure brand terms (at least 2 other PPC competitors showing for Brand searches.)
- They are an acquisition-focused client (lead generation.)
High competition is an important factor, as it affects the options that a consumer is faced with when searching your brand, as well as the cost-per-click (CPC) you pay for each visitor. Acquisition was a focus, as supposing that competitors were taking traffic from our brand queries as people researched the options in front of them, was this enough to significantly reduce conversion volume?
To ensure a fair comparison, organic traffic was only considered when the search query contained an exact brand term – no generics here. We defined three categories of PPC position and analysed the data by day over three months. The three PPC average position “categories” were:
- High (Position 1.0 – 1.49)
- Low (Position 1.5 – 2.19)
- Off (No PPC activity)