Everybody\u2019s feeling the pinch. Lingering recession worries mean budgets remain under close scrutiny, and digital marketers must show ROI for every move they make. CEOs are now looking at all investments under the microscope, which means CMOs should be investing in solutions that are part of a wider strategy and, more importantly, deliver financial ROI.\u00a0<\/p>\n
Data from Gartner shows that CEOs are planning more investment in digital<\/a> than ever before, and they expect dividends in the form of top-and-bottom-line financial impact. For the search marketer, that demands a laser focus on consumer intent. Brands must lean heavily into the performance channels with the highest intent. That makes search a priority, and within search, Google looks to remain dominant, with ad revenue<\/a> in the hundreds of billions and almost 60% of the global search ad market.<\/p>\n Search (both paid and organic) is high-intent by definition because users are actively looking for specific products and services and clearly communicating their interests with their keyword choices. What\u2019s more, search can provide a lot of real estate for the buck. Between paid and organic campaigns, a brand can appear multiple times on the SERP and pick up traffic from multiple sources.\u00a0<\/p>\n With over 30% of search traffic clicking the first organic result in the list, it\u2019s safe to say that it pays to learn how to earn that coveted first result.\u00a0<\/p>\n When paid and organic search campaigns work together, you not only spend more efficiently and optimize search results, you also create an opportunity to reallocate budget to reach big-picture goals like higher market share.<\/p>\n So, the Adthena team sat down with our partners at Conductor<\/a>, the team behind the leading organic marketing platform, to assemble the five best ways to ensure your paid and organic strategies are aligned to drive maximum ROI.\u00a0\u00a0<\/p>\n