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Are PPC Ads Counting Google Organic Backlinks?

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Are PPC Ads Counting Google Organic Backlinks?


Brand recognition and better sales rates are directly dependant on organic and paid search results. Organic search results could be greatly improved with on-page and off-page SEO, specifically by gaining organic backlinks. Meanwhile, paid search results depend on the PPC ranking on Google, Bing, or other search engines. Even though there is no direct interconnection between paid and organic search, PPC ranking may greatly reinforce SEO efforts.

Organic search vs paid search in 2021

Before getting into detail about the connection between the organic and paid search, it is worth getting to know more about each concept. This helps to clearly understand how each of the tactics works and what outcomes it’s expected to bring.

Paid search

This marketing approach is usually used with search engines and social media platforms for placing ads. Paid search is also associated with PPC ranking that is based on the pay-per-click model. It means that businesses pay each time a user clicks on the ad appearing in the list of paid search results.

Marketers aim to implement paid search in their campaigns as it is pretty effective and shows results practically immediately. The ads with appropriate bids and corresponding keywords that match a search intent appear in paid search results always above the organic ones. That way users notice those advertisements prior to exploring the organic search results.

The paid search model is very attractive for businesses as it has the full potential to increase brand awareness and boost sales. However, a considerable financial investment in paid search campaign is obligatorily needed to achieve these results.

Organic search

Compared to paid search, the result of the SEO efforts for gaining organic traffic on Google is not that fast. Even when implementing quality SEO strategies for getting the website higher in organic search results listings, the effect might get noticeable only in a few weeks.

It takes some time for search engines to crawl your website, analyze its content, and explore relations with other domains on the web. That is why the website ranking reaches top positions only after some time.

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Very often webmasters refer to link building for accelerating the process of lifting the website up on the search results page. They refer to Google’s natural backlinks as a reliable way of enhancing the website’s reputation. When other websites link back to yours, it means much for search engines as they consider your online resource as credible and reliable.

While the question of how to easily get those backlinks appears, there is already an answer to it. Referring to the backlink service (read more here about it) is an effective solution. This service collaborates with lots of online services and platforms that would gladly paste your link on their website. This takes weight out off your shoulders as you will not have to spend hundreds of hours searching online services that would be interested in linking back to your website.

The effectiveness of organic and paid search results

To comprehend whether links from paid advertisements can be considered organic, it is also worth exploring what results are expected from paid and organic search campaigns. Both paid and organic search intents are aimed at bringing more visitors and increasing conversion rates. However, there are also differences between attracting website visitors within the paid and organic search campaigns.

The effectiveness of gaining organic backlinks and boosting traffic naturally is considered to be long-term. Once you start gaining backlinks and continuously maintain on-page SEO, the website ranking starts to gradually improve. When your website reaches desired ranking on Google in organic search listings, it brings stable organic traffic and requires minimum investments.

When it comes to paid search advertisements, those are usually short-term campaigns as those require considerable financial resources. Paid search is expected to result in higher conversion rates and higher sales rates.

PPC Ranking impact on organic backlinks

“It is sometimes believed that clicking on a PPC advertisement is one of the examples of organic backlinks. In fact, that is not true as the link from the PPC advertisement is not supposed to improve organic rankings directly. However, PPC ranking still has a huge impact on organic traffic and organic backlinks”, says Willian Grey, PPC ads specialist from Photo Retouching Services.

The statistics on organic and paid search results are tightly interconnected. It means that paid search analytics can be used to elaborate on SEO strategies and marketing campaigns. Data gathered within the paid search campaign can tell more about user demographics and shed light on how selected keywords perform. Thus, the keyword conversion data can be used to update website pages so that they also appear more frequently on search results listings.

Another benefit of PPC ranking for marketing campaigns is that it contributes to the generation of organic backlinks. As PPC advertisements tend to enhance the website visibility on Google, more people are likely to see it. There will likely be bloggers and webmasters who would want to insert the link to your website on their resources in case they find the information useful on your website.

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Along with the contribution to the creation of natural backlinks, PPC ads also make brand awareness prosper. As the PPC ads appear above organic search results and are always visible to online visitors, they will likely get to know your brand faster.





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Definition and How to Calculate a Lead Score

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Definition and How to Calculate a Lead Score


Generating a high volume of leads is one thing while identifying which prospects are most likely to convert into customers is another. To put it differently, it’s all about quality over quantity. 

That’s where lead scoring comes in. Let’s take a look at what lead scoring is and how you can calculate it effectively.

What is Lead Scoring? 

In short, lead scoring involves gauging your prospects’ quality to determine which leads are worth pursuing and which ones are not. Usually, this process works on a point-based system. 

You assign prospects points according to various attributes. More specifically, you can score leads based on implicit and explicit data. 

Explicit information refers to factual data that your leads have confirmed through a phone call or by completing a form. On the other hand, implicit data is based on the information you already possess, like purchase history. 

You can then break down both data sets into demographic and behavioral data. Demographic data refers to your leads’ company size, geographical information, or industry, while behavioral data focuses on information based on the actions your leads took, like form submissions. 

What are the Benefits of Lead Scoring?  

For starters, lead scoring makes the sales process more efficient. By identifying qualified and unqualified leads, you’ll no longer need to spend time cold-calling or personalizing sales emails to leads that will likely not bring any value to your business. 

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By getting bad leads out of the equation, you’ll likely be able to increase conversions with fewer sales representatives. 

Consequently, lead scoring helps you save time and money. It also helps shift your sales efforts to high-value leads for better results. 

In addition, a lead scoring system helps you improve your marketing strategy. You’ll get to identify which marketing channels bring in the most valuable leads, thus allowing you to determine which channels are worth investing in and which ones are not. 

Moreover, lead scoring will improve the nurturing process, as it allows you to pinpoint where prospects are situated in the sales cycle. 

You can use that information to send content dedicated to leads during each sales cycle stage. Consequently, you can create more meaningful relationships and close deals quicker.

Lastly, evaluating leads will help you get your sales and marketing teams on the same page. As mentioned earlier, having a lead scoring system requires data. 

This information helps marketers understand what type of prospects are most likely to convert and how to create targeted campaigns to attract them. The marketing department can then hand over sales-ready leads to the sales team and help them generate more sales

How to Score Leads Manually

Lead-to-Customer Conversion Rate

The lead-to-customer conversion rate represents the percentage of the company’s qualified leads that resulted in a sale. To calculate this metric, divide the number of qualified prospects that generated conversions by the total number of qualified leads. 

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Why is this metric important? It essentially acts as your sales team’s benchmark. It allows you to assess the performance of your sales funnel and helps you stack up multiple marketing channels against each other to identify which ones are most effective in generating high-quality leads.

Choose the Right Attributes for Your Model 

Attributes are the backbone of your lead scoring model. They help you define and identify the characteristics of sales-ready prospects and give you an idea of how to improve lead quality.

That’s where the data we mentioned earlier comes in. First, identify the prospects that bring the most value to your business. 

Second, take your implicit and explicit data sets and find similarities between your high-value leads by examining demographic and behavioral data. Upon reviewing the data, identify the characteristics that define high-quality prospects and assign the attributes accordingly.

Determine the Close Rate for All Attributes

Next up, it’s time to determine which attribute is more valuable than the other. You’ll first need to calculate the close rate for each attribute to do this. More specifically, identify how many prospects turn into customers depending on their behavior or demographics. 

For instance, you could calculate the close rate of people who sign-up for your newsletter, follow you on social media, or determine the close rate of prospects within various regions or niches. 

Assign Point Values

Upon determining the close rates for each attribute, you’ll need to compare them and prioritize one over another.  

For instance, recent Instagram statistics show that marketers grade influencer marketing as their fastest-expanding customer acquisition channel. So you may find out that more prospects from influencer campaigns turn into customers than prospects who signed up for your newsletter.

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In that case, the former attribute is more valuable. Repeat the process for each specific attribute to define the characteristics that accurately reflect lead quality. 

Furthermore, compare the close rates of your attributes to your overall close rate. This will act as a reference point when assigning scores for your attributes. 

For example, if newsletter sign-ups have a close rate of 15%, whereas your overall close rate is one percent, you could assign each lead that registers to your newsletter 15 points. 

Setting a minimum score threshold is also recommended to draw the line between qualified and unqualified prospects easier. For instance, leads with a score below 50/100 points may not be worth pursuing. 

Other Types of Lead Scoring

Aside from the manual approach, there are also other methods of scoring leads. More specifically, predictive and logistics regression lead scoring. 

Predictive lead scoring might be your best bet if you’re looking to save time. This method uses machine learning to go through prospect data to find common points between leads that convert and leads that do not and rank each prospect based on their likelihood of converting. 

Predictive lead scoring eliminates the need to manually sift through data to identify valuable attributes and minimizes the risk of human errors. 

Moreover, since predictive lead scoring systems use machine learning technology, you won’t need to optimize your follow-up strategy manually. 

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On the other hand, the main strength of logistic regression lead scoring systems lies in their accuracy, as it considers how all customer attributes interact with one another. 

This is a data mining technique that uses Microsoft Excel. It works by building a formula in the spreadsheet which will reveal the probability of turning a prospect into a customer. 

Conclusion

Overall, lead scoring is crucial for identifying high-value prospects and giving you an insight into how you could lower your cost per lead

Start by determining your lead-to-conversion late. After that, choose the right attributes depending on your customer information, calculate the close rate of each attribute, and sort them based on their importance.





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