How Organic and Paid Advertising Work Together

Journey Based Advertising: Chapter Three


When it comes to marketing teams, there is a lot of diversity in the actual work we do and what we consider to be KPI’s.

  • Social Media Marketers may be focused on building audiences, sharing content, and engagement metrics.
  • Bloggers, content marketers, and SEO specialists care about traffic and conversion goals and have a big focus on keywords and search engine results.
  • Then we have advertisers who are focused on performance metrics like cost per acquisition and return on ad spend.

It can be hard to look past your tasks and what results you want to see. These three marketing teams have different goals making it difficult sometimes to step back and look at the big picture. Some only care about organic results and others are focused in on what the money is saying.

How Organic and Paid Work Together

Three key ways digital advertising can help your organic efforts

  1. An increase in brand awareness

    Social media algorithms have shifted to care about personal profiles, not brands - making it hard for organic posts to get any reach. That being said, 1/4 posts on Instagram will be an ad – having a paid strategy will increase your impressions and raise your brand awareness.

    In search results, 70% of users click on a result on the first page. By being shown at the top of the search results page, your impressions increase along with your brand awareness. It also increases your chances of being clicked on.

  2. A better understanding of your audiences across platforms

    Having a social presence gives you insight into your audience’s interests and demographics like location and age. Your organic posts build your audience and teach you the above, you can then use this information to create audiences that look like your followers as well as using the information for your targeting options within PPC.

  3. The creation of higher-performing content

    Not all content performs well - analyse and learn what strategies are working for you and the methods you use to promote it. Use this information in your future plans for content, and how you will disperse the content.

It’s time to stop thinking that paid and organic don’t go hand-in-hand. Paid advertising strategies should supplement your organic social and search marketing efforts. Start thinking about how you can make your marketing efforts all work towards the same goal and we are certain you will see great results.


Wondering how much you should be spending on ads? Learn how to calculate ad spend here!


Next Chapter: 04 - Calculating the right Ad Spend

Friday 24th April 2020

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