The best way to maximize your online advertising efficiency and return on investment is to find the right balance between PPC (Pay Per Click) advertising and organic search. driven by quality optimization. When paid search keywords compete with high-performing organic queries. you end up spending more money and seeing very little traffic growth. Use this guide to align the two options so you can get the best out of each and reach your goals faster.
What signals keyword cannibalization?
If you find that your organic search ranking is not changing much. or even better. is growing. but your clickthrough rate (CTR) is steadily decreasing. this may be one of the signals that paid ads are “stealing” traffic from user search queries.
This is usually due to branded or high-value keywords (KW) that are targeted by multiple campaigns at the same time.
Also. consider that the inclusion of artificial intelligence tools in search management has brought new SERP features and ad placement. but also changes in results and an overall decrease in organic CTR.
More clicks without more traffic
If paid ads are seeing higher traffic but overall website traffic remains the same. PPC is likely collecting clicks that organic whatsapp number database search should be generating.
In the Google Analytics 4 traffic report. you can observe changes in traffic over time and detect emerging problems.
If the number of conversions from paid traffic is increasing and your organic conversions are the same or lower. PPC may be cannibalizing organic conversions instead of expanding your reach.
This is quite common with whatsapp wonder: master personal branding in the digital age! Performance Max campaigns (PMax) that prioritize branded keywords. We’ll get to that later.
Three steps to prevent SEO cannibalization
Not all terms that overlap in keywords. don’t use them in PPC campaigns.
To speed up your KW analysis. filter out phone number iran organic search queries that lead to pages ranked 4th and below in the SERP. as the top three positions receive the vast majority of clicks. Also. sort your search terms by click count to see which phrases are most susceptible to cannibalization.
Then compare the resulting overview of organic search queries with the overview of keywords in Google Ads and you will see which clicks you are paying for. while getting them completely free from users.