The SEM (search engine marketing), SEO (search engine optimization) and PLA (product listing ads) are three different channels you might want to play with. Having one channel is nice but to be able to reach maximum visibility and maximum involvement therefore increases your ROI (return of investment), you will have to use a combination of the three.
Why is cross-channel optimization important?
Different results may appear on different sections of the SERP (search engine results page). Organic listing, text ads, product listing ads, local results, image results, news results and many more can be found on your SERP (search engine results page) which is why the SERP (search engine results page) is a good place to monitor the results of your efforts and keep track of which sections are more effective than others which can help you later on by reevaluating your marketing strategy.
The benefits of cross-channel optimization:
- For the Weak SEO (search engine optimization)
If your organic rank is not that high, you can quickly gain top visibility by boosting your paid efforts through the use of SEM (search engine marketing) or PLA (product listing ads)
- Save your money on your SEM (search engine marketing)
If your organic rank is naturally stronger, you can adjust your SEM (search engine marketing) to save yourself from spending more than you need to.
- Base your efforts on your SERP (search engine results page) and not individual channels
Now that you have a platform for comparison and evaluation, you are able to focus on the channels that give you actual and effective results. For example, if displayed on your PLA that your keyword has appeared on the top of the list, you will be able to make a decision based on the effectivity of this channel whether to cut cost or invest more.
Cross-channel optimization disadvantages:
Although cross-channel optimization is one of the best things that has happened to us marketers, there are still downsides to it’s usage.
- Uncomparable departments
The SEO, SEM, and PLA operate in different fields therefore becoming hard to compare. Comparison of these departments usually are inaccurate since they all perform a different role. Since it is hard to compare, allocating your efforts can also be a bit tricky.
- Data availability
Data availability is up to you. Collecting data is a dirty and tiresome job because of the several hours of research and efforts extent to collect them but data is most necessary for optimization. Without sufficient data, optimization will not be possible.
Even if you have a sufficient amount of data, your competition might have more data than you. Competition can become complicated because of the availability of data. Having more data than your competitors is almost impossible to attain because of the unavailability of comparison. It is not like you can just ask your competition about their data.
Cross-channel optimization has both positive and negative sides which leaves the decision up to you whether or not you will engage in this kind of procedure.