Date of Publication: 27 Feb 2023

Searching for Success: How Paid and Organic Search Can Fuel Business Growth

You can improve your search engine results by understanding how PPC and SEO work together. Frequent search engine visibility helps, but irrelevant keywords can be detrimental. Pay-per-click and organic search can boost business growth and revenue with the right strategy and planning. We'll explore how businesses can gain a competitive edge through both paid and organic search in this blog post. This article explores how best to synergize the two key element - paid and organic search.
Anirban Guha

Anirban Guha

Digital Marketing Expert | Media Strategist | Entrepreneur

Table of Contents


Paid and Organic Search

Basics Idea

Organic Search

When your business spends money on strategies to raise the organic SERP rankings of your specific web pages it is “organic search marketing.” Making sure, your titles, tags, alt tags, meta descriptions, URLs, keywords, schema, and the content of your web pages and  are all highly relevant to your potential customers, is a big part of organic search marketing. Search engines rank websites according to relevance to the keyword entered into the search engine. Of course, other factors like page speed, TTFB, use of GPT3 content, readability, etc. also have an influencing role, as search engine algorithms become more complex to make results more relevant for users.

Search engine optimization is therefore a very long game. If digital marketing is cricket SEO is test cricket. The business or brand may need to spend six months or longer to rank on the front page, and once there, ongoing maintenance is required to maintain that position.

Paid Search

Paid Search or PPC Search ads entails paying to appear above the organic search results and other SERP elements such as a featured snippet or a “people also ask” section on the results page. A PPC ad only charges when someone clicks on it, and this is the most common type of search advertisement. In a paid search or PPC campaign, advertisers will often be concerned with improving their ads’ quality scores, and the relevance of keywords to landing pages. This is in order to achieve a better ad rank and lower cost from the three available positions on a SERP.

Some Stats

It would be detrimental to your bottom line to pursue only organic or paid searches. But if you choose one over the other, you need to decide if you are looking for short-term or long-term results. Invest in paid search if your goal is short-term. You need to maintain and optimize your desired web pages to supplement search ad results by regularly appearing on SERPs.

Here’s some statistics to consider,

  • According to 70% of marketers, SEO (organic search tactics) is more effective than PPC (ads) for sales because it results in higher click-through rates, more time spent on the page, and more conversions. 

  • 80% of people who search for things on Google completely ignore paid ads.

  • 70% of search clicks happen on organic search results.

On the other hand, here are some more stats that keep you interested in search ads,

  • Only half of the searchers correctly identify ads as opposed to organic search results

  • Search ads can boost awareness by up to 80%

  • 63% of searchers said they would click on an ad if it was what they wanted

  • 75% of searchers say it’s easier to find what they want in paid ads

  • 88% of local business searches for search ads result in visits/calls within 24 hours

To cut the long story short, any business, that wants to grow, needs an ideal synergy going between paid and organic search campaigns to utilize the opportunities when it comes to appearing on search engine result pages.

Key Metrics the will Help You Understand the Performance of Your Paid and Organic Search Campaign

Before going any further we should take a look at the key metrics that define performance for paid and organic searches. Not all metrics are going to be relevant. their relevance depend on lot of factors so picking up right metrics are important.

In order to maximize the visibility of their business online and increase their ROI, businesses must understand the key metrics of organic and paid search. The term “paid search” refers to advertising methods such as pay-per-click (PPC) campaigns, in which businesses bid for placement on search engine results pages and charge whenever their ads are clicked. On the other hand, organic search involves optimizing website content and improving visibility through tactics like link building.

So which metrics are the best for measuring success in your paid search analysis?

Impression Share

Impression Share is an indication of how often a website appears in search engine results, either through paid or organic search. Impression Share measures the total number of impressions (or views) of a website’s listings compared to the total number of impressions it could have received.

In paid search, Impression Share helps to determine the click-through rate (CTR) by tracking how often a website appears in sponsored search listings compared to other advertisers competing for the same keyword. It can also be used to identify potential opportunities for expanding a campaign’s reach by bidding on more keywords or making changes to existing bids.

Impression share = impressions / total eligible impressions

How to Improve Impression Share?

Here are ten ways to maximize your ad impression share across all your paid search campaigns

  1. Focus on Ad Quality
  2. Keyword Match Types Matter (Using broad match type keywords runs the risk of wasting money on irrelevant clicks, however, they do earn more impressions than phrase match, and phrase generate more than exact match.)

  3. Negative Keywords are Saviors

  4. Increase Your Keyword Bids

  5. Learn More About Accelerated Ad Delivery

  6. Use Placement Targeting

  7. Geo-Targeting

  8. Time-Targeting

  9. Experiment with Ad-Extensions

In organic search, Impression Share measures the visibility of a website’s organic listings on SERPs (Search Engine Results Pages). A high impression share indicates that the website is ranking well for its target keywords and appearing prominently on SERPs. Knowing the impression share helps you understand how much organic search visibility your website is receiving compared to your competitors. Improving your impression share requires optimizing your website for better keyword rankings and increasing its overall visibility on SERPs.

Links & Back Links

Having a comprehensive link profile is essential for successful paid and organic searches. Links are a key part of both paid search and organic search campaigns. Links indicate to search engines that a website is trustworthy and relevant to the content on the page. Paid search links are usually included in the ad copy, and organic search links come from other websites linking to your site. Quality links are essential to improve your search engine rankings and boost traffic to your website.

For paid search, you should focus on including relevant keywords and phrases in your link URLs. This will help ensure that your ads show up higher in search results. For organic search, it’s important to build quality backlinks by submitting content to websites and directories and to create relationships with other sites and influencers who can link to your content.

Backlinks are especially important for organic search because they show search engines that your website has high-quality content that people find valuable and relevant. By having strong backlinks, you can boost your visibility in organic search. This can help you attract more customers, drive more traffic to your website, and increase your sales. When building backlinks, it is important to make sure that the backlinks are from reliable sources with a good reputation and authority. Having backlinks from low-quality websites can actually hurt your SEO rankings, so it is important to keep quality in mind.

Search Ranking

Search rankings are important because they have an impact on your visibility in the SERPs (Search Engine Results Pages). Higher rankings can lead to increased traffic, more impressions, and ultimately higher conversions.

To improve your search rankings, you should focus on optimizing both your paid search ads and organic content. This involves using keyword research to determine the best keywords to target and using A/B testing to optimize your ads and content for better performance. You should also work on improving your website’s technical SEO by fixing any broken links or pages with duplicate content. Finally, link building can help you increase your website’s domain authority and boost your organic rankings.

Quality Score

When it comes to paid search, Quality Score is one of the most important metrics. Quality Score is an algorithm used by search engines to determine the relevance of an ad for a given keyword. A higher Quality Score increases the likelihood that your ads will be seen and clicked on. Quality Score takes into account things such as the relevancy of the keyword and the user experience associated with the landing page. It also looks at factors like click-through rate (CTR) and historical performance of the ad.

Optimizing your Quality Score can help to increase your organic and paid search visibility, as well as reduce your cost per click (CPC). To maximize your Quality Score, you should focus on optimizing both your organic search and your paid search campaigns. This includes ensuring that you have relevant keywords in your ad copy, utilizing landing pages with a good user experience, and tracking CTRs and other metrics over time. Doing so can help to improve your Quality Score, thus increasing your visibility in organic and paid search results.

Click Through Rate

The Click Through Rate (CTR) is an important metric to track when evaluating the effectiveness of both paid and organic search strategies. CTR measures the number of clicks a particular search query generates compared to the total number of times it was seen, giving you an insight into how well your ad copy or content is performing.

For paid search, CTR is calculated by dividing the number of clicks your ad receives by the number of impressions it generates. This can be a helpful metric to measure how well your ad is resonating with users, and can inform any changes or improvements you might need to make.

Organic search CTR is a similar metric but refers to the number of times a search engine result page (SERP) listing is clicked on compared to the number of times it appears in SERPs. To measure this, divide the total number of clicks received by the total number of impressions generated.

Focusing on traffic and rankings, people often make a huge mistake overlooking this KPI. By tracking your organic CTR, you can find out why your high impressions don’t result in significant traffic and fix the problem. To monitor your CTR, go with Google Search Console.

It’s important to track CTR for organic search as this can give you an idea of how relevant your content is to users’ search queries, and whether any changes may need to be made to further optimize it for organic search.

Cost Per Click

When it comes to paid search, Cost Per Click (CPC) is an important metric that can help you measure the success of your campaigns. CPC is the amount you pay for each click from a user on your paid search advertisement. The cost of a CPC can vary widely depending on the competitiveness of the keyword and its relevance to your target audience.

For organic search, the cost per click is effectively zero, as you don’t have to pay for the clicks coming from organic search listings. However, there are costs associated with optimizing for organic search, including investing in content creation, improving website design and structure, and hiring an experienced SEO team.

By understanding both the cost and potential return of paid and organic search, you can determine which approach makes sense for your business. It’s important to measure both CPC and ROI (return on investment) to ensure your paid and organic search campaigns are performing optimally and delivering the greatest value for your business.

Conversion Rate

When it comes to optimizing your paid and organic search campaigns, one of the most important metrics to consider is conversion rate. Conversion rate measures how many visitors take a desired action on your website, such as filling out a contact form, making a purchase, or subscribing to your email list. The higher your conversion rate, the more effective your campaigns are at driving conversions.

When optimizing for paid search, you should focus on improving your click-through rate (CTR) and quality score. A higher CTR means that more people are clicking through to your website from the search engine results page. Quality score is a measure of how relevant your ad is to the query typed into the search engine, and can influence the cost per click (CPC) that you pay. Improving your quality score can help reduce CPC costs and improve conversions.

For organic search, one of the key metrics to consider is search visibility. This is a measure of how often your website appears in the search engine results pages for relevant queries. To improve your search visibility, you need to optimize your website’s content, create backlinks from other websites, and ensure that your website is properly indexed by the search engine. Additionally, you should monitor your website’s rankings for keywords related to your business to ensure that they remain as high as possible.

By optimizing your paid and organic search campaigns, you can increase the overall conversion rate of your website. This can lead to improved ROI for your campaigns and provide an invaluable boost for your business.

Cost Per Conversion

When it comes to measuring the success of the paid and organic search, one key metric is the cost per conversion. This is the amount spent on paid search divided by the number of conversions. It’s important to measure this because it tells you how much you are spending to get a conversion from a visitor. You can use this metric to compare different campaigns or channels and determine which is most successful.

In paid search, you have the ability to set a maximum cost per conversion to ensure you’re not spending more than you should on each click. Organic search requires a different approach since there’s no way to set a maximum cost per conversion. Instead, you need to focus on optimizing your site for organic search so that it will appear higher in the search engine results pages (SERPs). This will help increase your organic traffic, improve your conversion rate, and eventually lower your overall cost per conversion.

Bounce Rate

Bounce rate is another important metric to measure the effectiveness of your paid search and organic search campaigns. It is the percentage of visitors that leave your website after viewing only one page, or within a certain time period. A high bounce rate indicates that visitors are not engaging with your site and that you need to refine your paid and organic search strategies. By monitoring your bounce rate, you can adjust your SEO tactics, use more targeted keywords, and develop better ad copy to increase the time visitors spend on your website. You can also use A/B testing to compare different versions of pages and ads to see which performs better. All of this can help to reduce your bounce rate and increase the ROI of your paid and organic search campaigns.

In general, when you run a paid search campaign your bounce rate will be on the higher side.


Average session duration

Average session duration is a metric that measures the total length of a user’s visit to a website. This metric helps us understand how engaged visitors are with a website and how much time they’re spending exploring it. In the context of paid search and organic search, average session duration is a valuable metric as it can help you understand how effective your efforts are in driving engaged visitors.

For example, if you’ve been running a paid search campaign and notice that the average session duration is increasing, this could be an indication that your ad is engaging users and providing them with relevant information. Alternatively, if the average session duration for your organic search results is high, it could be an indication that your content is well-structured and provides value to users.

By tracking average session duration for both paid search and organic search, you can gain insight into how successful your marketing efforts are in driving meaningful engagement. If your average session duration is low, consider reworking your campaigns or content to provide more targeted and relevant information to potential customers.

Branded Traffic

Branded search traffic is search traffic that comes from marked catchphrases — watchwords that reference your image.

For instance, suppose that you work for a brand named Kama Ayurveda that sells ayurvedic hair oil. This is what conventional Web optimization traffic would resemble versus marked traffic:

Conventional: Hair Oil
Branded: Kama Ayurveda Hair Oil

Can you identify the difference? The marked keyword straightforwardly references your organization. It signifies that individuals who search that term are on the lookout for your item explicitly. Branded search traffic is vital for your SEO results. According to Moz, branded search volume contributes to SERP rankings as much as domain authority. 

Some of the go-to strategies to get branded traffic,

    • Promote your brand with digital display adverts
    • Define the name and tone of your brand
    • Find opportunities to guest blog
    • Enhance your website’s searchability
    • Engage influencers
    • Market through many channels
    • Participate in the communities of your audience
    • Encourage client testimonials
    • Maintain a positive online footprint.




How Paid and Organic Search Can Benefit Your Business

Paid and organic search are two powerful tools that can help your business reach potential customers, drive traffic to your website, and ultimately increase revenue. Let us now understand how they can work together to create synergy.

The Benefits of Paid Search

Paid search can be a great way to get your business’s name out there, as it allows you to place sponsored ads in front of potential customers when they are actively searching for a product or service that you offer. Paid search is incredibly effective because it helps you to target specific people who have already expressed interest in the type of product or service that you offer.


Paid search also provides fast results. Unlike organic search, which can take months to start showing measurable results, paid search can bring results within days. This makes it ideal for businesses that need quick exposure and leads. Additionally, paid search is trackable and measurable, so you can easily adjust and optimize your campaigns in order to get the best possible results.


Paid search campaigns are also highly targeted. You can choose to target keywords, locations, demographics, and other parameters so that your ads are shown to the most relevant people. This allows you to focus your marketing efforts on those who are most likely to purchase your product or service, resulting in higher ROI and lower costs per conversion.


Finally, paid search is flexible. You can set different budgets for different campaigns, allowing you to test different strategies and tactics to see what works best for your business. It’s also easy to pause and restart campaigns, giving you full control over your budget and the ability to quickly adjust your strategy as needed.


The Benefits of Organic Search

Organic search engine optimization (SEO) is a powerful tool for driving organic web traffic to your business. With organic SEO, you can use various techniques to optimize your website content so that it ranks higher in the search engine results pages (SERPs). This helps to increase the visibility of your website, as well as attract more qualified leads to your business.

Organic search engine optimization is cost-effective and helps you gain visibility on a larger scale than traditional methods. It also helps you build trust with potential customers by providing quality content that is relevant and useful.

Organic search also offers long-term benefits to your business. It allows your website to be easily discoverable by new potential customers, allowing you to build an audience of loyal followers over time. It also improves the overall user experience on your site, as visitors can quickly find the information they need without having to wade through irrelevant content.

Overall, organic search can provide many benefits to businesses, including increased visibility, improved credibility and trust, better user experience, and more qualified leads. With the right strategies in place, organic SEO can help you build a strong online presence and improve your bottom line.

How the Two Work Together

Paid search and organic search both offer unique benefits to businesses. When used together, they can create a powerful marketing strategy that can help you reach your goals and maximize your profits.

Paid search can be used to quickly drive traffic to your website or product pages. This can be especially beneficial if you are launching a new product or have an important event coming up. Paid search also allows you to target very specific audiences, which is not always possible with organic search.

Organic search is also incredibly important for any business, as it can help boost your rankings in the search engine results pages (SERPs). This means that more people will be able to find you organically, increasing the likelihood of a sale. Additionally, organic search provides long-term results and can bring in new customers for years to come.

When paid and organic search are combined, businesses can get the best of both worlds. The quick boost from paid search, combined with the long-term benefit of organic search can have a big impact on any business.

Furthermore, if you are targeting a specific audience with paid search, you can then use the data to refine your organic search strategy. You can use this data to determine which keywords and content topics your target audience is interested in and then optimize your website and content accordingly. This will help you make sure your organic search strategy is effective and efficient.

Using both paid and organic search together is an essential part of any successful marketing strategy. By taking advantage of the unique benefits each provides, businesses can create a well-rounded marketing strategy that will help them reach their goals.

Measuring the ROI of Paid and Organic Search

If you want to understand the effectiveness of your digital marketing campaigns, it’s important to measure the return on investment (ROI) of both your paid and organic search efforts. Knowing how much revenue you generate from each channel is key to developing an effective strategy and allocating resources.

Define Your Goals

The first step to measuring the ROI of your paid and organic search campaigns is to define your goals. This step is essential as it will provide you with a benchmark against which to measure the success of your campaigns. Without clearly-defined goals, it can be difficult to know if your campaigns are performing well or not.

When setting your goals, consider the following questions:

• What is the desired outcome of the campaign?

• What actions do you want visitors to take?

• What metrics will you use to track the success of the campaign?

Once you have established your goals, you can use this information to create specific objectives for your campaigns. These objectives should be measurable, achievable and time-bound, allowing you to track the progress of your campaigns and make adjustments as needed.

For example, if one of your objectives is to increase website visits, set a target number of visits within a certain timeframe. This objective can then be broken down into smaller, more achievable goals such as increasing website visits by 5% in one month. This type of goal setting allows you to easily track and measure the success of your campaigns.

By setting clear and measurable goals before you launch your campaigns, you will have a better understanding of how well they are performing and be able to make any necessary adjustments along the way.

Set Up Tracking

Setting up tracking for your paid and organic search campaigns is one of the most important steps in measuring the ROI of your efforts. By tracking the activity generated by each campaign, you can get a clear picture of how successful it is and how to improve it.

When it comes to tracking your search campaigns, there are many different options available. It’s important to determine which one is right for your business and goals. Here are some of the most common methods used to track search campaigns:

1. Web analytics tools:

Using web analytics tools like Google Analytics or Adobe Analytics, you can track the performance of your organic and paid search campaigns. With these tools, you can measure key performance indicators (KPIs) such as clicks, conversions, visits, and more.

2. UTM parameters:

You can use UTM parameters to track the performance of your organic and paid search campaigns. UTM stands for “Urchin Traffic Monitor,” and these tags help you track which campaigns are sending traffic to your website. All you need to do is add a UTM parameter to the end of your URL and then view the resulting data in your analytics platform.

3. Search console:

Google Search Console is a great tool for tracking your organic search campaigns. You can use this tool to monitor how well your website is performing in search engine results pages (SERPs). This will give you an idea of how successful your SEO efforts are and whether or not you need to make any adjustments.

4. Call tracking:

If you’re running paid search campaigns that generate phone calls, then call tracking is a must. Call tracking software allows you to assign a unique phone number to each of your campaigns so that you can track which ones are generating the most calls.

By setting up tracking for your organic and paid search campaigns, you can start collecting the data you need to measure the ROI of your efforts. Having this data on hand will allow you to adjust your campaigns accordingly and maximize their effectiveness.

Analyze Your Data

Analyzing the data you collected from your paid and organic search campaigns is key to understanding how effective they are. You want to look at the impact of each campaign on different metrics, including impressions, clicks, visits, conversions, and return on investment (ROI).

When it comes to impressions, you want to know what percentage of those visitors actually clicked through to your site. This can give you insight into how successful your campaigns are at attracting interest.

For clicks, you want to track how many people are actually taking action after they click through to your site. This will tell you whether or not people are interested in what you have to offer and whether or not your campaigns are effective.

Visits are important as well, since these indicate how many people actually made it to your website after clicking on an ad or organic search result. If a high percentage of visitors make it all the way through to your site, this shows that your campaigns are effective in driving traffic.

Conversions are also essential to measure the effectiveness of your campaigns. You want to know what percentage of those who clicked on your ads or organic search results actually completed a desired action, such as signing up for a newsletter, making a purchase, or downloading a file.

Finally, you want to measure the return on investment (ROI) of each campaign. This involves looking at the total cost of running the campaign and the amount of revenue it generated for your business. This helps you understand which campaigns are most cost-effective in terms of generating leads and sales for your business.

By taking the time to analyze the data from your paid and organic search campaigns, you’ll gain valuable insights that can help you optimize and adjust your campaigns for better performance.


Adjust your Campaigns

Once you have collected data on the performance of your Paid and Organic Search Campaigns, you can adjust your campaigns to maximize their effectiveness. Here are some tips to help you adjust your campaigns and improve their ROI:

1. Test different messages: You can test different messaging variations in order to see which works best for your campaigns. Test different headline variations, call-to-action buttons, and other elements to see which resonates most with your target audience.

2. Adjust bids: If you are running a paid search campaign, make sure to adjust your bids in order to get the best possible ROI. Adjust the bids for each keyword depending on its performance and profitability.

3. Refine your target audience: Make sure to refine the target audience of your campaigns. Make sure that you are targeting the right people with your campaigns and that you are reaching out to those who are most likely to respond to your messages.

4. Analyze competitors: It is also important to analyze what your competitors are doing with their Paid and Organic Search Campaigns. Analyzing their strategies can give you insights into how to adjust your own campaigns to gain an edge over them.

5. Monitor analytics: Monitor the analytics of your campaigns on a regular basis in order to keep track of the progress they are making. This will help you identify areas where you need to make adjustments in order to improve the performance of your campaigns.

Top 10 Tools to measure Paid and Organic Search Campaigns

1. Google Analytics: Google Analytics offers a comprehensive platform for measuring the success of both paid and organic search campaigns. This tool provides detailed data about website visits, traffic sources, conversions, and more.

2. Ahrefs: Ahrefs is a great tool for tracking organic search performance. It allows you to see the keywords that are driving traffic to your website, as well as the estimated value of each keyword.

3. SEMrush: This tool provides detailed analytics about both paid and organic search performance. It can also be used to find new keyword opportunities, create ads, track competitor campaigns, and more.

4. Searchmetrics: This powerful tool offers a suite of tools for analyzing the success of your search campaigns. It can be used to track rankings, compare competitors, and analyze trends.

5. Raven Tools: Raven Tools offers a suite of tools that make it easy to manage multiple campaigns and track their performance. It includes features such as keyword research, link building, SEO audit, and more.

6. Bing Ads Intelligence: Bing Ads Intelligence offers a comprehensive set of tools for managing paid search campaigns on the Bing network. You can easily see which keywords are performing best and adjust your bids accordingly.

7. SpyFu: SpyFu offers an in-depth analysis of the success of your paid search campaigns. It provides detailed data about keyword performance, click-through rates, ad copy optimization, and more.

8. Moz Pro: Moz Pro is another comprehensive tool for optimizing your search campaigns. It can be used to monitor keyword performance, create link building strategies, conduct website audits, and more.

9. BrightEdge: BrightEdge is a great tool for tracking organic search performance. It provides detailed analytics about rankings, traffic, social engagement, and more.

10. Monitor Backlinks: Monitor Backlinks is a tool that helps you monitor your backlink profile and track the success of your SEO efforts. It gives you detailed information about your links and their quality, as well as tips for improving them.

It is simple to set up and does not require any coding.

Follow these three simple steps to configure the dashboard:

Step 1: Get the template

Step 2: Integrate Databox with your Google Analytics and Google Search Console accounts.

Step 3: Wait a few seconds for your dashboard to populate.

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