We at eyefall don’t often like to blow our own trumpet, but sometimes it can’t be helped. A recent report by iCrossing has revealed that combining search engine optimisation and PPC campaigns achieves better results that uncoordinated efforts.

Apparently iCrossing carried out the following test:

“iCrossing used a random sample of approximately 200 keywords, including branded and non-branded terms spanning both natural and paid search. According to the digital marketing agency, “These 200 keywords are representative of 2,000 unique keywords, engines and medium (natural, paid, or both) data point combinations used in paid search as well as ranked in the first three pages of natural search results on the major U.S. engines (Google, Yahoo!, Ask, MSN, and AOL).”

With the following results:

• Clicks increased 91.80%
• Actions increased by 45.00%
• Orders increased by 44.92%
• Page views increased 43.63%
• Visitors increased 40.69%
• Time on site increased by 38.91%

All of which is very impressive, but is also something that we’ve always known to be true due to years of experience. Unfortunately I can’t give details of the campaigns where we’ve seen very similar results, but we always recommend ensuring that any search engine optimisation and PPC are run hand-in-hand.

In fact we go even further and argue that all online marketing, in whatever form, should be tied in with any offline marketing as well (as I hope Ask now understand). I’m hoping that we’ll soon be able to publish the details of a campaign where direct mail and PPC, when operated in tandem, resulted in a huge success for the client. In the meantime, why not give us a call about coordinating search engine optimisation, PPC & even offline marketing? We’re quietly confident that our results will match this experiment.

You can follow any responses to this entry through the RSS 2.0 feed. Responses are currently closed, but you can trackback from your own site.