When implementing any sort of strategy its worthwhile to note the differences between a paid or organic strategy. They are what they sound like, paid is you pay a third party or pay to reach more people, whereas organic takes time to get the views or bigger audience. The benefit of doing paid is that you can get in front of new audiences quickly as well as leverage the coveted ad space at the top of a search page. Paid also allows you to effectively target new customers and is easier to show the ROI gained from using it. Organic search will help you understand WHAT words or phrases are working which could be different than what you may think and help inform your paid efforts. Customers are more likely to click on organic results than paid, generating more “trust” in your site.
The cons are that you always must stay ahead of what is trending and is you are doing PPC then that can add up. Which results in losing market share depending on your budget and if you can bid on high traffic key words. Utilizing paid is a bit more complex to make sure you are optimizing your campaigns and audiences to generate the best ROI. Organic takes a while to gain traction so if you are wanting to see an immediate gratification it will take some time. Also, since algorithms are changing what works now may not be the case in 6 months to a few years. With organic you also have minimal control over competition and your own historical rankings.
Every channel is different as is each platform you can be on, so knowing how paid varies between Facebook and Pinterest against organic is also something to think about. Knowing what we know about the pros and cons, I would suggest identifying the key words and phrases that are top traffic drivers and even looking at some that might be opportunities. Gather who your customers are, demographic info and geographic will help, and see which of these characteristics match your target audience and start building segments. Once you have figured this out, I would leverage key words/phrases and depending on the budget bid on at least 3 to 5 larger one and look to bid on 2 to 3 smaller keywords to provide a mix. Making sure that quality content accompanies these is also key, as providing content that your existing and future customers want to engage with is also going to help drive results. Setting an effective and achievable goal will also help determine when to adjust your camping and how effective it really is.
Biggart, A. (2018, February 28). Paid vs. Organic Search: Understanding the Differences. Retrieved November 4, 2018, from https://www.conductor.com/blog/2018/01/paid-vs-organic-search-right-now/
Mehmood, M. (2018, September 02). Paid Search Marketing: Pros and Cons Of The Popular Platforms. Retrieved November 4, 2018, from https://www.digitalinformationworld.com/2018/09/paid-search-marketing-pros-and-cons-of.html