As a result, most marketers end up asking themselves the age-old questions:
- Is paid search actually worth it
- If I were to turn it off, how much would my organic pick up?
- How can I find a way to only spend money when it’s adding value?
How to Reduce Search Cannibalization
Achieving search incrementality can often be derailed by trying to solve everything all at once, the key is to focus on the overlap, only leveraging paid channels when they add value above organic. Search cannibalization can be avoided by removing channel siloes – switching from individual KPIs and optimizing towards cross-channel profits: Paid Revenue + Organic Revenue – Paid Costs.Leveraging Machine Learning
Essentially you need a machine learning bid strategy that factors in organic. By setting the bid for text ads relevant to Shopping performance and organic data – you can reduce any areas of cannibalization as well as any missed opportunities. And this is exactly what our machine learning model, Seamless Search does – finding the optimum bids to drive maximum incremental returns. Pushing bids via the Google Ads API every day for each keyword, by each device. This in turn provides us with a pipeline to manage paid and organic search activity in unison:
Why Search Efficiency Matters
Google has recently made a major update to the SERPs, with Ads eligible to show in the middle of the page below organic listings – giving even more chance for unnecessary cannibalization if managed incorrectly. Removing channel siloes allows you to get maximum value from your SEO – and Seamless Search can help you do this. Connecting the data to give unprecedented insights – allowing brands to:- Put monetary value to organic ranking improvements
- Give guidance for areas of opportunity
- Understand how competitor paid strategies affect your SEO