Article 44

A simple way to think about the roles of paid traffic and organic search together.

Information Center article

How do I balance paid ads and organic search

Part of the On Web Marketing™ Information Center.

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Frames organic as a long term asset and paid as a controllable short term lever.

Paid ads and organic search are not opponents. They play different roles. Paid channels are good for quick testing and immediate visibility. Organic search takes longer but can compound over time without ongoing per click spend.

When paid ads help most

  • Launching new offers that have no organic footprint yet.
  • Testing which messages and angles resonate with visitors.
  • Capturing demand around time sensitive promotions.

You can use paid results to learn what people respond to before investing in longer content.

What organic search is best suited for

  • Answering evergreen questions in depth.
  • Building a library that continues to work over months and years.
  • Reaching buyers earlier in their research process.

An Information Center is the structure for that organic asset. Together, paid and organic let you cover near term and long term demand with a clear plan.

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