Which keywords did we examine?
Posted: Thu Jan 30, 2025 6:31 am
First of all, we identified keywords from customer projects in top positions (positions 1-3). Then we sorted out the keywords for which Universal Search impressions were inserted in top positions. We primarily examined mid and long tail keywords with a transactional background that were booked with the Exact Match keyword option.
Difficulties in the investigation
The study was not entirely trivial, as various factors had to be taken into account. Firstly, it was important that there were no ranking changes for the keywords examined during the study period. In addition, it had to be ruled out that no ads would be delivered during the 2 weeks of the ad pause, for example for other keywords booked in broad match.
Such a study is also only justifiable to a limited extent from a customer perspective, as the keywords examined were primarily transaction-oriented keywords, and pausing them carries the risk of losing conversions. For the reasons mentioned above, it turned out that of the initial 100 keywords examined, only 20 were included in the study, which makes a statistically valid statement impossible. Another critical point is the position of the AdWords ads. Are they above, next to or below the organic search results? We always tried to place them in top positions above the SERPs .
Despite the statistically invalid data basis and the many estonia phone number data influencing factors, I have nevertheless decided to publish the results.
If you look at the organic CTR in comparison (see Table 1), you will notice that there has actually been an improvement in the organic click rate overall. If you look at the keyword groups individually, you can see that there were both significant improvements in click rates and deteriorations due to the parallel use of SEO - AdWords for the keywords examined.
A better conclusion can be drawn from the Rimm Kaufmann Group's approach to the incremental traffic ratio or traffic increase ratio (see also Does brand bidding on your own brand with AdWords make sense? ). Here the picture is clearer and we were able to consistently determine a ratio of over 80% for four out of five keyword groups. Since keyword groups 1-4 were transaction-oriented keywords from online shops and keyword group 5 were our own keywords for the area of AdWords and SEM services, one can at least determine a tendency towards a conclusion.
Keyword group 5 also differs in the average position of the AdWords ads. While we tried to place the ads in top positions above the organic search results for keyword groups 1-4, we were not successful with keyword group 5 due to the high click prices. In addition, the different result for keyword group 5 in terms of the incremental traffic ratio does not necessarily have to be due to cannibalization, as the organic click rate only deteriorated slightly when the ads were placed. I cannot answer here which of the factors led to the different result for keyword group 5 and whether traffic cannibalization can be identified here.
Difficulties in the investigation
The study was not entirely trivial, as various factors had to be taken into account. Firstly, it was important that there were no ranking changes for the keywords examined during the study period. In addition, it had to be ruled out that no ads would be delivered during the 2 weeks of the ad pause, for example for other keywords booked in broad match.
Such a study is also only justifiable to a limited extent from a customer perspective, as the keywords examined were primarily transaction-oriented keywords, and pausing them carries the risk of losing conversions. For the reasons mentioned above, it turned out that of the initial 100 keywords examined, only 20 were included in the study, which makes a statistically valid statement impossible. Another critical point is the position of the AdWords ads. Are they above, next to or below the organic search results? We always tried to place them in top positions above the SERPs .
Despite the statistically invalid data basis and the many estonia phone number data influencing factors, I have nevertheless decided to publish the results.
If you look at the organic CTR in comparison (see Table 1), you will notice that there has actually been an improvement in the organic click rate overall. If you look at the keyword groups individually, you can see that there were both significant improvements in click rates and deteriorations due to the parallel use of SEO - AdWords for the keywords examined.
A better conclusion can be drawn from the Rimm Kaufmann Group's approach to the incremental traffic ratio or traffic increase ratio (see also Does brand bidding on your own brand with AdWords make sense? ). Here the picture is clearer and we were able to consistently determine a ratio of over 80% for four out of five keyword groups. Since keyword groups 1-4 were transaction-oriented keywords from online shops and keyword group 5 were our own keywords for the area of AdWords and SEM services, one can at least determine a tendency towards a conclusion.
Keyword group 5 also differs in the average position of the AdWords ads. While we tried to place the ads in top positions above the organic search results for keyword groups 1-4, we were not successful with keyword group 5 due to the high click prices. In addition, the different result for keyword group 5 in terms of the incremental traffic ratio does not necessarily have to be due to cannibalization, as the organic click rate only deteriorated slightly when the ads were placed. I cannot answer here which of the factors led to the different result for keyword group 5 and whether traffic cannibalization can be identified here.