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Unravelling the Connection Between Organic Search Traffic and Social PPC
- LinkedIn Organic
- LinkedIn PPC
- Professional SEO Services
- Social Media Marketing
- Social Media Marketing Management
- Social PPC Management
Overview
The CRM demonstrated a high conversion rate from Google organic searches, which was making it appear as though Google organic was significantly influencing lead generation.
Location
Canada
Client
Online Solution Provider
The Opportunity
The CRM was demonstrating a high conversion rate from Google organic searches, making it appear as though organic SEO efforts were responsible for the business.
The Plan
We proposed creating a secondary campaign to test proposed changes to social PPC that would impact organic results. The client decided to change the social PPC without running A/B testing. The client decided to change the social PPC without running A/B testing.
The Results
Following these adjustments, closed business from organic search traffic declined by one-third the subsequent month. This validated that although the CRM attributed lead origins to Google organic searches, many conversions were significantly influenced—if not directly provoked—by social PPC efforts. As soon as the social ppc was returned to previous configuration, we observed closed deals from organic search increase.
Key Learning: This was the best outcome, but changing the ad configuration when you have a social PPC campaign at a low CPC and high CTR could cause you to lose your established position in the algorithm. In this case, we were able to achieve the same results immediately by returning ad criteria to the original state, but that isn’t always the case. It is always recommended to A/B test first.
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