Is Your ROAS Strong, But Your Ads Are Running On Brand Terms?
Have You Increased Your Spending On The Search Channel But Revenue Hasn’t Grown?
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Over the past few years when it comes to Online Advertising, on Google, Bing, and Social, there’s been an extremely heavy focus on achieving a high Return On Ad Spend or ROAS.
Now, it’s critical to ensure that every dollar spent is generating a positive return but when it comes to Search Marketing this approach is coming at the cost of a strong growth strategy and more importantly a strong Return on Investment.
It means that Paid Search is often being implemented on Brand terms, cannibalising Organic Sessions & Revenue while artificially inflating SEM ROAS.
Think About Your Customers — How Often Do They Do A Paid Search Or Organic Search?
They don’t. Customers just search. Making visibility, whether Paid or Organic across more relevant search terms key to increasing visitors and ultimately revenue.
The Problem with Paid Search on Brand Terms is that it isn’t driving new Visitors — it’s an illusion. Paid Search is siphoning off Organic traffic to artificially promote results.
In very few hyper-competitive industries, or for very large brands with big spend in Paid Search it can be beneficial — but for the vast majority (particularly in Australia) it’s a poor substitute for a good strategy, and return on investment will be very low.
We’ve Developed A Solution Blended Search Marketing
Blended Search Marketing uses SEO to raise the organic visibility of a website, with Paid Search used only where the site is not visible and doesn’t rank organically.
Paid Search is used in a complementary manner to your Organic presence — attracting new, highly qualified, high-purchase-intent visitors to the site, increasing overall visitors but most importantly revenue.
How We Do It
The whole market approach — whether doing SEO to grow Organic Visibility, Paid Search to drive new Visitors & Revenue, or a Blended Strategy — allows us, Dolphin Digital, to create better processes for our clients to achieve wonderful results.
Our Process Includes:
A Consumer Demand Audit
Defining ALL relevant keywords across brand but most importantly Discretionary, Generic or Non-Brand Terms e.g. Product Categories, Products, and Related terms.
The volume of searches assists in identifying the total market opportunity.
Purchase Intent, Conversion, And Organic Visibility
We then identify the Purchase Intent for each keyword, the Conversion Rate, and Value per User for each relevant website page before measuring your brand’s Organic Visibility for each keyword.
This process allows us to identify any quick SEO wins.
Calculate Paid Search Opportunity & Cost
The high purchase intent, highly qualified keywords that remain are then targeted with Paid Search campaigns to attract new visitors to the site.
Blended Search Marketing Case Studies
All without increasing their Search Marketing spend.
The Result
When compared to a traditional SEO and Paid Search Strategy, a Blended search strategy sees a substantial increase in Visitors and Revenue driven through the combined Organic & Paid Channels (or the Search Channel) and a greater overall Return on Investment.
The secondary result is that increasing qualified new visitors, this directly correlates to the growth in repeat visitors.
E.g. Increase New Visitors by 10%, Repeat Visitors should grow by the same proportion — however, Repeat Visitors contribute substantially more revenue.
Curious Whether You’re Making The Most Of Your Search Marketing?
Are you looking to increase revenue and improve your Return on Investment? Schedule a call to learn more about your search performance.
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Let Our Team Of Ecommerce Specialists Help You Achieve Elite Digital Experiences & Growth
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Words From Our Clients
I would highly recommend Dolphin Digital for any brands looking to grow. Proven results and the benefits of their blended strategy methodology across our multiple DTC brands has been impressive — with very high accountability.
Simon BurnettHead of Brand · Zen Imports — Ledlenser — Fjallraven — LeathermanA fantastic partner for our CRM refresh. They strengthened our Klaviyo email ecosystem from flow strategy through to design and execution — retention, trust, re-engagement, win-back, replenishment and anniversary.
Richard HirstHead of eCommerce · Taylors WinesWorking with the team on our ESP migration to Klaviyo was seamless. They were always transparent with information, reporting, updates and needs — like an extension of our team.
Heather EarleCommerce & Digital Marketing Manager · Nutrition WarehouseFrom start to finish, their team has been nothing short of outstanding. They took the time to really understand our business and crafted a marketing strategy that exceeded our expectations.
These guys know what they are doing. From the get go we have found them to be very thorough and understanding of our limited digital marketing knowledge.
Tony TitleyChief Executive Officer · W. Titley & CoThe experienced team went above and beyond to assist with the SEO piece of the migration and I would highly recommend them.
Mikhyla DudleyHead of eComm · HavaianasGreat service provider, very knowledgable and responsive.
If you’re looking to invest in your eCommerce digital marketing, you won’t regret bringing Dolphin Digital on board. The entire team are veterans in their field.
Let Our Team Of Ecommerce Specialists Help You Achieve Elite Digital Experiences & Growth
Bring us the storefront, the channel mix, and the commercial goal. We'll return a clear diagnosis and the plays that move revenue.
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