Paid search advertising expenditure currently accounts for 41% of total digital media spend globally, yet the relationship between organic and paid search is complex. Until now, there has never been a way to see the true value of search.
Seamless Search, allows advertisers to identify their true organic coverage, thereby reducing the risk of unnecessary bid spend and allowing them to answer questions such as;
- Should I pay to bid for keywords I already have a high organic coverage for?
- How much does my current paid strategy cannibalise my organic strategy?
- Should I pay for my brand and brand generic terms?
- What paid position should I take based on my current organic coverage?
So, how does it work?
Using machine learning, Seamless Search assesses thousands of internal and external factors that impact the correlation between paid and organic search, determining the true value of each channel.
Post-assessment, the platform generates a clear report, outlining the actual contribution of paid and organic search to your business performance metrics (such as sales). Seamless Search also has its own bid automation engine, enabling advertisers to make paid search bid adjustments based on current true search performance.
Having a sound understanding of true search performance drives game-changing results and on average our clients see a 25% revenue uplift at an average increase in efficiency of 20%.
How is it different?
As our Director of Strategy, Damien Bennett comments: “There are many great search tools that look at paid and organic search in isolation, however there are very few that are able to help advertisers manage across both search channels. Seamless Search will help advertisers get the most from their overall search marketing by giving them confidence in how the two channels impact on one another.”
Most search marketers are forced to adopt an approach where their paid and organic search channels are managed separately, meaning optimisation decisions aren’t considering the true value of each channel, and investment decisions are therefore sub-optimal.
Our Head of Product Development, Fred Maude discussed how Incubeta saw “that there was an opportunity to use machine learning to help search marketers fully understand how their organic coverage affects paid performance and vice versa”.
Incubeta’s Seamless Search will allow advertisers to manage their search activity holistically, enabling them to optimise their paid search activity based on the channel’s true value.
For more information, visit: seamlesspro.io
