Interaction between Natural and Paid Search

A report published that showed a strong synergy between natural and paid search. The study shows what happens when you incorporate natural search into an existing paid search campaign and compare its performance to the performance of the sole paid search campaign.

The improvement in click-through rate intuitively makes sense. For years marketers have known that the number of impressions a consumer is exposed to will have a dramatic effect on metrics such as retention and likelihood to buy.

A search page provides you with more than one opportunity to put your name in front of the user. You should take advantage of this if you can. It is also useful to understand the difference between natural and paid search. Although some users do not understand the distinction between natural search results and paid search results, it is a well-accepted belief in the industry that the majority of users recognize paid search results as advertisements.