Taking a new approach to how you strategize your digital campaigns might be just what you need to break through a plateau and better serve your targeted audiences. This is one way that cross-channel insights can drive real gains.
Moving beyond your usual resources, processes, and toolsets gives you the chance to learn more about who you are trying to reach and how you can engage them.
What’s more, utilizing insights from one channel to position or target in another is a great way to create efficiencies and maximize the value of your first party data.
In this column, you’ll learn how understanding user intent and preference in one platform can help you better target a like or similar audience in another.Paid Search & SEO
Our first association is not a groundbreaking discovery for veteran search marketers who’ve utilized paid search keywords to understand SEO keyword focus.
Even so, it’s worth revisiting your strategy here to ensure you’re making the most of this opportunity.
We are not just looking at high-converting target keywords to focus upon in organic search. We also want to look at longer-tail variations of targeted keywords and consider the intent of the user in both verticals.
Paid search is a low funnel approach where we often see high intent-based users ready to purchase or convert into a lead submission.
Organic search, on the other hand, is more likely to draw information-seeking users.
With this in mind, we look at the exact phrases that drew visitors to our site — both those with conversion potential and those with high user behavior metrics such as time on site, pages per visit, and bounce rate.