Archive for the ‘PPC’ Category

February, a LITTLE Roundup

Wednesday, March 11th, 2020

Ah, February, the month of luuuurveee… And ruddy hard work, if you’re a member of the LITTLE team!

Oh, we just don’t stop here kids, not even Cupid’s arrows could slow our team’s gazelle-like leaps towards marketing-based success. Seriously. We were on a bit of a roll. 

So – let’s get down to the nitty-gritty itty-bitty details here, shall we? 

Eleventh Hour Beauty Giveaway

In February, we put our best, perfectly-pedicured foot forward in growing the Eleventh Hour Instagram account and spreading the word far and wide, by organising a giveaway to win a Dyson Airwrap.

The campaign was incredibly well-received, reaching over 43,000 people and gaining close to 3,000 engagements. 

The competition is now closed just in case you were wondering – we know, we’re slightly kicking ourselves for not entering too. But fair’s fair. There’s no room for cheats here, not even LITTLE ones.

 

 

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🎁💖 GIVEAWAY ALERT! 💖🎁 It’s nearly time to introduce you all to Eleventh Hour, and we want to CELEBRATE 🥳 That’s why we’re giving away a Dyson Airwrap (worth £450!), so one lucky person can have salon-perfect hair, ALL 👏 THE 👏 TIME 👏 All you have to do is: 1️⃣ FOLLOW @eleventhhour_beauty 💁‍♀️ 2️⃣ LIKE this post ❤️ 3️⃣ SHARE this post on your story 4️⃣ TAG a friend (so they can enter, too!) 👸 You’ll have to be quick, this competition closes on Sunday 8th March! GOOD LUCK! 👏 **Now for the boring legal stuff. This competition is in no way sponsored, endorsed, or administered by, or associated with Instagram or Dyson. This giveaway is only open to UK residents, and there is no cash prize alternative to this competition. ​ ​• ​ ​​• ​ ​​• ​ ​#eleventhhour #beauty #makeup #hair #competition #giveaway #prize #prizes #leeds #luxury #hairgram #dysonairwrap #dysonhair #airwrap #hairdid #hairpro #goodhairday #beautysalon #giveaways #hairgoals #hairstyles #mua #instadaily #muaofinstagram #makeupgiveaway #beautygiveaway #giveawaycontest #contest #nafia #win

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Stockdales of Yorkshire Events

February was a busy month for the Stockdales team, as we threw not one, not two, but THREE events! 

The first was the Stockdales School of Butchery – an afternoon of learning how to butcher, prepare and cook the perfect steak, followed by a delicious three-course meal. 

The second was a special Valentine’s Day Menu, full of Champagne, strawberries, oysters and more – we didn’t go easy on the aphrodisiacs, let’s just put it that way! 

And finally, the Sharing Menu D’Amour, which served as our culinary encore to the Valentine’s Day Menu, featuring only the most popular sharing dishes from Valentine’s Day.

All of the events were fabulously successful thanks to pushing the events through multiple channels including social media, email and PPC, and they were – of course – fabulously delicious!

 

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Did Storm Dennis get in the way of your Valentine’s Day plans? ​ ​Don’t worry, we’ve decided to give Valentine’s Day another chance here at Stockdales, with our special Sharing Menu D’Amour event on Friday 28th February! 😍 ​ ​Join us for a one-off evening with your special someone, and enjoy a special sharing menu featuring plates from our Valentine’s Day menu – think oysters, champagne, and strawberries and you’ll get the idea 😉 Will we see you there? Tag someone in the comments that you’d bring with you! ❤️ ​​ ​• ​ ​​• ​ ​​• ​ ​#StockdalesofYorkshire #stockdales #leeds #leedsrestaurant #foodie #leedsfoodies #foodporn #love #romance #romanticmeal #valentinesday #champagne #oysters #finedining #amour #foodlover #champagnetoast #leedsdrinks #foodstagram #foodofinstagram #yorkshire #michelinplate #foodies

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Clearpoint Recycling’s European Adventure

We wrote and designed a brochure for Clearpoint Recycling to present at their conferences around Europe. 

Now, whilst this may not SOUND as glamorous as our other February projects, no one can deny that touring around exotic Europe to make the case for saving the planet through recycling is anything less than sexy – am I right, or am I right?

Clearpoint recycling picture

In summary 

February has been full of meaty meals, love, beauty and planet-saving success! We’re excited to see where the next month will take us – let’s catch up then, yeah? 

 

January, a LITTLE Roundup

Saturday, February 1st, 2020

Oooft, it’s only February and let me tell you, we hit the ground running in 2020 and we JUST 👏 HAVEN’T 👏 STOPPED 👏 PEOPLE!

We’ve been non-stop creating, developing and dreaming in the studio, and we’ve got more than a few things to be proud of.

From new websites to social campaigns and daring designs we’ve covered all the bases, but enough chit chat, let’s dive into the good stuff!

We’ve been busy spinning webs(ites)…

In January we put not one, not two, not three but FOUR websites live for Benson’s, SUM, MIT REAP and Modern Insurance Magazine. 

Honestly, it’s a wonder we had time to breathe…

Websites Gif

We went Big Kahuna crazy for ProBalm…

We re-added the best selling bundle to the ProBalm offering, The Big Kahuna.

We created social, email and web campaigns to accompany the re-launch and we have to say, we’re pretty darn impressed with ourselves! We might even stretch to say that WE are the Big Kahuna… Maybe.

The Big Kahuna

We cooked up some exciting events with the Stockdales of Yorkshire Team…

This year you can expect Tasting Menus and Butchery Master Classes galore at Stockdales of Yorkshire, as we launched a swathe of brand-new events for 2020 in January, including a Priceless Cuts Tasting Menu, School of Butchery and Spring Tasting Menu.

We have been promoting the events with a tasty blend of email, PPC and organic social campaigns! Delicious.

Watch this space as there will be more to come!

 

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LAST CHANCE TO BOOK! Don’t miss out on the opportunity to join us tomorrow for our delicious 5-course Priceless Cuts Tasting Menu! We’ll be reinventing timeless classics, like Bakewell Tart and Steak and Kidney Pie, and giving them a special gourmet twist 😋 ​ Thursday 6th February / 5:00pm – 9:00pm 🍽 5 Courses / £50, £80 with drinks pairings 🥃 Intrigued? Take a look at this event and more on our website – link in bio! ​ ​• ​ ​​• ​ ​​• ​ ​#stockdalesofyorkshire #leedsbestrestaurants #leedsbest #bestrestaurants #steakhouse #wagyu #foodie #instafood #michelin #steak #steaknight #michelinguide #michelinplate #finedining #leeds #leedslove #leedsfoodie

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We delivered a new (garage) arrival for Vasstech…

In January, we launched a paid social campaign to promote the arrival of Vasstech in Durham.

We were blown away by the success of the campaign, which reached nearly 90,000 people during the month. Naturally, organic engagement on Facebook and Instagram rose, too!

Vasstech

On a personal note…

One of our very own, Sam Aylard, has just moved into his first home with his partner, Lauren. Congratulations Sam, and best of luck! 🏡🔑

Oh, and see you at the house warming – right? 👀

 

Facebook Privacy Updates and What This May Mean for Brands 

Tuesday, August 27th, 2019

Brace yourselves, Facebook is donning its crooked halo and changing up its privacy policy – and this time they’ve got the interests of the user at heart. No, really.


The changes allow Facebook users to wipe their slates clean by clearing any data that apps and third-party websites are sharing with Facebook so as to deliver ads. 

How this works for the user is that they can use the tool, ‘Off-Facebook Activity’, to select apps or websites that are contributing data to the platform and see exactly what data is being shared. The user will then have the option to block the data sharing from individual websites or apps, or conversely block all services in one fell swoop.

It’s important to note that this does not remove the data from those third parties, rather that it severs the link between that data and the users personal profile / information on Facebook.

So why is Facebook making the changes? 

You may be wondering “why now?” Is Facebook seeking redemption and cleaning up its act? You might say that, yes. Facebook is rising from the Analytica ashes, as it were. And by Analytica, I am of course referring to Cambridge Analytica. 

Cambridge Analytica was a British company that specialised in data mining, analysis and brokerage in order to aid with electoral campaigns. To put it nicely.

However, their dirty dealings were exposed in early 2018, when the sheer extent of the manipulation and exploitation of peoples data was exposed by whistleblowers. Especially alarming for social media users was the fact that Facebook was leaking personal data like an overturned oil liner, and was making no attempt at a clear up. 

Conversations about Cambridge Analytica are still very much at the forefront of media conversation today. Even media giant Netflix recently got a slice of the action, releasing a feature on the scandal called ‘The Great Hack’

The scandal broke the internet and demanded for a re-mould. It sent shock waves through the internet community, causing each person to make the disturbing realisation that they had free fallen into an invisible world where their every click, like, comment and informational tidbit was commoditised, and sold to be used as psychological weapons against them to sway political preference.

The scandal is still very much fresh in the minds of social media users, and has even caused a downturn in the use of Facebook with The Guardian reporting that “Actions such as shares and likes (are) down nearly 20%”. 

Facebook updating their privacy settings is a clear effort to redeem themselves in the eyes of users, regain trust, and make social media users feel safe again. However, they’re also keeping the move pretty quiet as the changes could affect their bottom line when it comes to ad spend. 

How Could The Changes Affect Brands? 

While the new rules on privacy are well and good for users, there is a possibility that they will affect advertising communications that are run on the platform. 

The reduced number of data points on users means that there will be fewer ways in which you can target specific audiences based upon their engagement, and less information on page audiences. 

Post Cambridge Analytica the data landscape has changed drastically. The amount of consumer information available has reduced from such intimate details as income and the number of cars on the drive, to more general data points such as interests, location and gender.

Don’t Panic Though! It’s Not The End of The World. 

Whilst it’s true that the changes could have a very real impact on ROI, they shouldn’t be seen by brands as a negative, but rather an opportunity. This is a chance for brands to start afresh without their seas of data weighing them down, and look at themselves and ask what are our differentiators? What do we bring to the market? Who are our audience? 

By being smarter with your communications and simplifying the process, your brand has room to make more creative decisions and be bolder with messaging – the less your advertising is about data and targeting (though that’s still key), the more true it will be to the essence of the brand.

It’s interesting to note that since the Cambridge Analytica Scandal broke, many brands have been reflecting on their “brand purpose” and making real efforts to make a positive contribution to the world. 

“Everything is gonna be alright…” 

As a whole the changes should be viewed as a positive. Standards on data and privacy need to be set for our safety and for generations to come, and without massive data sets brands are free to be more creative and individual. 

Though this may cause your brand inconvenience to begin with, the growing pains will wane and hopefully you’ll be left with a much stronger brand model that no longer relies upon the perfect specimen by data, but upon the merits of its own product and messaging. 

 

Evolution of Luxury Marketing

Wednesday, February 7th, 2018

Luxury brands have finally emerged from their cocooned highbrow environments, and are embracing the digital age. Gone are the days when it only took a glitzy window display and a sensation of elusive exclusivity to draw in the luxury fashion seekers. Mainstream brands have dominated the digital domain, and with the border between high-street and high-end breaching, luxury fashion brands are striving to retain their traditional cachet, while adopting a more seamless strategy.

Brand Narrative Matters

Balmain: Sisters Campaign

Balmain has been at the forefront of clever marketing techniques since it was founded in 1946, but it wasn’t until 2015 when the fashion house recognised the power of the millennial demographic. Its creative director wanted its first millennial targeted campaign to focus on inclusivity, and so, the infamous Balmain X H&M collaboration was born. By infiltrating the high-street, the brand briefly switched from aspirational to accessible, allowing the H&M shopper to experience how it feels to be a ‘Balmain customer’.

The results of the campaign were the most significant out of any H&M collaboration. Balmain measured billions of media impressions as a result of the venture. On Instagram alone, the collection was tagged with the official hashtag over 80,000 times. This reach boosted Balmain’s platform, creating a positive brand perception and driving customers to H&M stores. Unlike other luxury collaborations, the collection was debuted to months of hype, including lookbook leaks and celebrity endorsements, promoted on both Balmain’s and H&M’s social media platforms. The power of the pre-marketing lead to online sales selling out in 6 minutes.

Luxury relies on brand values, consequently, luxury brands market towards a clientele whose beliefs align with their own. Balmain continued to target its youthful audience when it introduced its ‘Sisters Campaign’, starring the likes of the Jenner and Hadid sisters. The collaboration between one of France’s oldest fashion houses and some of the biggest social media influencers captivated Balmain’s aspirational consumers, and reformed its antiquated brand image. By recruiting high profile public figures associated with the brand, those of whom host their own highly successful accounts on multiple media platforms viewed by youthful demographics, the campaign went viral across social media, generating excitement amongst followers. The campaign allowed Balmain to portray a desirable lifestyle, creating a ‘legacy’ concept, leveraging the brand to being one of the most recognisable luxury fashion houses today, building the Balmain customer base of the future.

Communicate Legends

Chanel Short Film

Chanel’s iconic marketing history began with a print advertisement for its perfume, Chanel No.5, in 1921. Its first celebrity endorsement didn’t feature until 1954, with Marilyn Monroe. However, it wasn’t until 2005 when Chanel first adopted videography, and from here, the rest is history.

Despite not adopting social media and integrating the platform with videography until 2009, its marketing strategy is nothing short of stupendous. Selecting admirable public figures such as Keira Knightley and Nicole Kidman to star in Chanel’s unmistakable short films, revived the brand as an iconic symbol of both cultural and digital relevance.

With the use of video and social media integration, Chanel has grown to having more than 57 million social followers globally, the highest in the luxury fashion industry. The brand focussed on Facebook as their initial social media platform, due to the video capabilities such as extended video length, that Twitter and Instagram do not support. For the brand’s primary consumer, the more wealthy and mature client, Facebook was the ideal platform for accessing this demographic. However, in an unexpected move, the brand has recently announced its collaboration with the e-commerce platform Farfetch. Chanel insists that it is not going to begin trading online in case the brand loses its perception of exclusivity, and instead the intentions of the partnership is to build a branded app, to help create a personalised experience for millennial consumers.

Balancing Exclusivity with Visibility

Moncler

With the digital environment so unfenced, it can be difficult for luxury brands to know whether they are over-exposing themselves, and in the process, losing their position as an ‘exclusive’ brand. Luxury outerwear brand Moncler has recently announced its departure from fashion week, pushing puffers off the catwalk and surrendering all launches and advertising to digital marketing. By doing so, Moncler is altering the perception of what is expected of a luxury fashion brand, and conforming to its younger audience and their digital marketing requirements.

Moncler has invested heavily in its omnichannel marketing, but the area in particular where it has optimised the most is within its media investments. Since its withdrawal from the catwalk, the brand has focussed on increasing its online offerings by understanding buying habits, through PPC campaigns, which has allowed the brand to continue to reach new customers through organic means as well as retarget existing customers, utilising demographic research to expand their reach. Moncler’s social media activity has also boomed, with the brand taking particular interest in ‘stories’. This characteristic, now available across the majority of social media platforms, allows luxury fashion brands to broadcast real-life content instantaneously, providing its followers with even more access to this exclusive world.

Digital Makeover

Louis Vuitton

As consumers engage with a brand, it is imperative to capitalise on interactions. Louis Vuitton, acclaimed as the world’s most valuable luxury brand, has modernised its brand identity, blending heritage with modern desires via social media. An example of this is Louis Vuitton’s movement into app generation. Louis Vuitton’s app immerses users into the ‘World of Louis Vuitton’, a digital library acting as an additional buying and marketing platform. The app provides exclusive access to Louis Vuitton events, such as fashion shows and product launches. The app also hosts a feature, relatively new to the world of digital marketing, Chatbots. This tool, integrated into the app, enhances the customer service experience. Research found that since 2013, the amount of time spent on apps has grown from 80% (2h6m daily), to 86% (2h19m daily), whereas time spent on websites has fallen from 31m to 22m, suggesting why brands are so eager to incorporate apps into their digital strategy.

Take In-store Experience Online

Burberry: Regent Street Online

It is no longer enough to use bricks and mortar to sell luxury products. However, a brand that has managed to seamlessly blur both the physical and digital worlds is Burberry. Its most recent flagship store, on London’s Regent Street, innovates from the point of entry to purchase. The store provides an enriched digital experience, offering interactive mirrors that transform into personalised screens, as well as audio-visual content displays projecting live Burberry updates, creating an emotionally charged identity.  

Burberry has celebrated its digital identity in many forms, but probably the most prolific would be the ‘Art of the Trench’ campaign. The Burberry trench is the most iconic piece in Burberry’s product portfolio and is instantly associated with the brand. The campaign encouraged user-generated content, by allowing Burberry trench wearers to share their looks on the Burberry website, providing them with 15 minutes of fame. As a result, the website was reaching 13 million hits per month by 2011. The campaign came in the wake of the street style photography trend. In recognising this, the campaign personified the brand and appealed to the younger, aspirational future consumer.

Burberry: Art of the Trench 

To summarise, it is overdue that luxury brands embrace the world of digital marketing. However, their extravagant campaigns provide evidence that they are making up for lost time. Luxury brands should not shy away from this expanding medium but should focus on areas of digital marketing that are affiliated to the brand, its product portfolio, and clientele. Clear findings suggest that luxury brands are ultimately tailoring their marketing strategies to compete for the younger consumer, capturing their attention now, so that when they reach the point of a higher income, the brand has already imprinted on them, creating brand advocates before they are even able to make an actual purchase. To achieve this, it is likely that in 2018 we will see exciting and engaging digital marketing trends, with technology such as artificial intelligence and virtual reality becoming more prominent, even across the luxury sphere.

How do SEO and PPC work together?

Tuesday, November 21st, 2017

Which is better; SEO or PPC? A question that you’ll find yourself frequently asked, particularly if you work in any area of search, marketing in general, or even as an account manager. However, despite what seems to be a reasonably simple question – is basically anything but. There will often be disagreements between professionals working in either field, mainly due to the fact that marketers often tend to specialise in one or the other, with the odd exception of hybrids, but typically, everyone has a preference. Now, if we were to go through the complete ‘ins and outs’ of SEO and PPC, we’d be here all day… but here’s a basic guide to both, and how they could be the marriage made in heaven that your business needs.

What is SEO?

SEO is short for ‘search engine optimisation’ and refers to organic search practices. The process refers to a methodology of strategies that formulate how we optimise websites to appear in certain searches for particular keywords or terms. There are a number of ways to optimise a website, and the owner of the website may choose to try to increase their visibility within an organic search for a number of reasons, including; in order to attract more traffic, increase sales or simply improve brand awareness.

SEO aims to make your site relevant, and therefore visible, for specific search terms. This can be done in a number of ways, including; expanding and optimising on-site content, improving the user experience and load times, redesigning site layout, optimising meta descriptions, alt text and title tags, reviewing sitemaps and expanding a sites backlink profile to close link gaps, to name just a few.

What is PPC?

PPC is short for ‘pay per click’ and refers to paid online advertising and search. The process refers to the practice of paying social media sites and search engines, such as Facebook or Google, to appear on their platform and increase your visibility to those who may otherwise not see your site, brand or product. In a basic sense, the advertiser will pay for each time the advert is clicked on, of which the price will vary from brand to brand, and audience to audience.

PPC can offer brands the ability to almost instantly appear on a website as an ad or higher up in the SERP’s, above many (depending on your bid) organic search results, whereas organic search can take months or even years to reach ‘page one’ of a search, depending on how ‘competitive’ that search terms is.

Regarding ad visuals, there are more and more ways to creatively portray your ad to your audience. From video ads within Instagram stories, to ‘search ads’ in Google which are text only – advertisers can now, target ad creatives based on their audience preferences to encourage further click-throughs and conversions.

Justifying PPC spend is becoming much easier, too. PPC tracking methods continue to evolve and improve to help advertisers understand the best platforms to utilise in terms of ROI, based on the number of conversions completed via either the platform itself or with the help of Google Analytics goals and events. Over time, this allows clients to attribute an average monetary value to each conversion, be this completing a contact form or completing a purchase online.

So how are SEO and PPC different?

SEO offers a longer-term investment and it typically takes form as part of a lengthier project, however, unlike PPC, it offers less guaranteed results, particularly at the beginning.

SEO strategists must constantly monitor changes in Google algorithms that may treat your site more or less favourably, due to the way it performs and the information it displays. However, hard work pays off with SEO. Google is renowned for rewarding useful sites, which offer a wealth of relevant information, seamless user experiences and are backed up by a healthy number of backlinks and citations from a range of reputable sites.

SEO activity can also be used to build brand authority, through manipulating where your brand appears for particular search queries. Frequently appearing in a high position in the organic search can influence the perceived trust associated with your services or product. Some users are savvier than others, with some choosing to skip over ads and head straight for the organic results, with those at the top of the organic results often experiencing the highest volumes of traffic.

Despite the fact that SEO can be timely and costly in practice, it could also be considered (sort of) free. The process involves time and effort, however, there is no direct cost associated with a user clicking through to your website from an organic search result. Organic search click-through rates (CTR) are often considered to be higher than their paid-for counterpart. Although, this will entirely depend on where the site ranks, the search terms it ranks for and the type of search term users are inputting, e.g. branded, non-branded.

Branded terms have a very different intent to the non-branded search terms. Therefore they typically yield a greater CTR and return on ad spend (ROAS). Non-branded demonstrate less intent on the part of the user, so typically non-branded optimisation will aim to improve your brand visibility and trust and drive a lower ROAS.

Moreover, once a site ranks in a high position, it will face fewer barriers than PPC activity. Unlike paid ads, organic search does not have to compete with the likes of ad blockers, which now occupy a space across over 615 million browsers.

Overall, organic search visibility is not quick, simple or even easy. It’s a never-ending process that requires brands to continuously revisit their websites and make changes, alongside strategizing to obtain that elusive stamp of approval obtained through sustainable link building. Organic search positions can’t be bought, which means those who genuinely deserve that top spot, can’t be easily booted out by the competition.

PPC, on the other hand, can help a brand get to the top of the search results and get their name out there (almost) instantaneously, which is particularly useful if a brand is aware of a specific platform where their user base resides. Depending on the messaging, PPC can be a fantastic tool for short-term quick wins, particularly if what you’re trying to advertise is available for a limited time only, or you’re trying to rank amongst competitors who you feel would be near impossible to feature next to organically.   

Although seemingly instantaneous, there’s a lot of time that goes into PPC, too. Creating the best and most strategic campaigns, ads, landing pages, creative and tracking takes time, as does analysing the results and utilising this data for future campaigns. This, of course, varies massively on your overall campaign objective, but, as a rule of thumb, if you’re not willing to put the time in to get your campaigns up and running, to be able to prove ROI and objective fulfilment – you shouldn’t be running PPC.  

The issue here, is, on top of cost in terms of time, you also need to factor in PPC budgets. Budgets for any campaign can vary massively. And in this instance, having an in-depth conversion strategy and average conversion value is absolutely essential, to ensure you’re not blowing your budget with anything to show for it. Once you have this data, you can move onto more advanced conversion strategies, targeting the customers you want as opposed to the ones you can get.

Another potential hazard when it comes to PPC is the fact some people are naturally put off by ads, with platforms more openly portraying ‘paid for’ space to the end user, which can have a knock-on effect on click-throughs and conversions, sometimes resulting in higher levels of spam than associated with organic search… but you’ll work out soon enough if your campaigns are working for your business.

How do SEO and PPC work together?

Regardless of which you think is inherently ‘better’, both SEO and PPC have their own pros and cons. SEO can take months, even years to get your site ranking for your chosen terms, which will depend on how much time and effort you put into it, alongside the competition for those keyword terms. Not to mention the fact that your site is basically at the whim of Google algorithm updates which can send you soaring up in the SERPs or, just as quickly plummeting off the grid.

PPC will get you to the type of user you’ve defined in your campaign set-up and can build brand recognition and awareness almost instantaneously, but pull the funding, and it’s like you never existed.

So why is it important to implement both SEO and PPC campaigns? The two methods of search aren’t notorious for working harmoniously, with each cannibalising traffic from the other. However, many people believe both are necessary, particularly during the early stages of launching a brand.

Search engine marketing and the housing market – an analogy

Search engine marketing (SEM), has very aptly been compared to the housing market, by Arianna Donoghue, which makes for a great ‘easier-to-understand’ analogy, particularly for those unfamiliar with SEM.

If we begin by considering our website as a house or dwelling. Now, in this instance, PPC would be the concept of renting a property. It’s instant, can provide you with immediate shelter, however, once you stop paying your landlord, also known as Google or website owner, you have to leave.

SEO, on the other hand, is buying. You purchase a property, you invest time, money and effort into adding value to it, and eventually, you reap the rewards. Your mortgage payments would be your ongoing SEO activity, that aims to maintain and grow your visibility.

Now, it gets a little more complicated. House prices could be compared to an algorithm, in the same way, that organic search results change at the whim of a Google algorithm update, their value can fluctuate depending on changes, in the same way, that housing prices and values fluctuate with economic, political and social changes. Equally a major algorithmic change (a market crash) can cause fluctuations in rankings, great news for some, terrible for others!

Your ‘deposit’ is the initial upfront work, required to make both SEO and PPC work. Both require an initial investment of time and money, to occupy that space, for SEO this would be considerably higher because it requires much more ongoing maintenance, to maintain your current position while simultaneously trying to improve. For PPC or paid advertising, this would be your initial setup, determining your audience, budgets, planning and creating any relevant assets.

So to ensure the longevity of your rankings and the site, it’s important to invest time and money, into your SEO efforts. However, for instant brand awareness and to target specific types of people, when your time is limited, PPC and advertising can be the key to instantly accessing previously untapped or unaware audiences.

SEO and PPC – The real super best friends?

Overall, we can clearly see the ways in which both methods of search engine marketing are beneficial. SEO requires time and patience, the ability to build a long-term strategy and work towards goals such as keyword rankings while juggling constant site amends to ensure compliance with algorithm updates and ensure a great UX. Whereas PPC or paid advertising can jettison a brand right to the front of view, pushing advertising content out to precisely planned audiences using targeting, with more easily traceable and therefore attributable traffic.

Regardless of the inevitable competition for traffic, SEO and PPC are unlikely super best friends, that can work harmoniously with one another to achieve desired KPI’s for many brands. With two different SEM systems working alongside each other, your brand can tackle both long term and short term goals, ensuring measurable results that can be attributed to individual channels.

So next time you’re planning a marketing campaign, make sure you consider both paid and organic search, ensuring you invest both in your today and your future.

LITTLE are a Leeds-based marketing agency, working with national brands to improve their brand visibility and search capability whilst ensuring they remain profitable. Get in touch today to find out how we can help your business improve your search marketing activity.