It’s not all the time the case that advertising and marketing managers usually tend to lean in direction of both PPC or web optimization, but it surely’s not unusual. When somebody favours the latter, it’s typically primarily based on fears of search cannibalisation. That is when ‘new’ site visitors that’s paid for is generated on the expense of ‘outdated’ site visitors the identical web site was producing without spending a dime being displaced, because the natural hyperlink is pushed down the search engine outcomes web page.
Though such issues might in some cases be exaggerated, they’re normally not fully with out basis. All issues being equal, Google would quite you pay them instantly for site visitors, so its engine will fortunately favour the promoted advert over the pure itemizing.
This enterprise is all about knowledge and measurement. It’s not sufficient to belief. How, then, do you show to a consumer that the paid exercise you’ll be managing can be incremental and received’t be costing them twice?
It was a problem we got down to remedy.
Scepticism and Search Cannibalisation
Puck Stop, a Sheffield-based, family-run ice hockey retailer, had lengthy loved a robust natural presence, constructed over years of collaboration with Evoluted’s web optimization group. After a Shopify migration in 2023 triggered a slight dip in natural rankings, Puck Cease’s group was understandably cautious about introducing Google Advertisements. Previous experiences had proven them how paid adverts might “steal” site visitors from natural channels, creating inside pressure between their paid and natural efforts.
This offered a problem, bordering on battle: How might we deploy paid promoting to most impact with out undermining established success in different areas?
We noticed the duty as three-fold:
- To extend whole search income by 25% year-over-year
- To get better key web optimization metrics misplaced through the migration
- To rebuild belief within the worth of Google Advertisements
The answer wanted to concurrently increase paid search outcomes with out undermining the natural basis.
The Energy of Information
The important thing was an advert technique which might see advert positions dynamically adjusted primarily based on real-time natural rating knowledge. If a web page ranked extremely in natural search (place 1–3), paid adverts could possibly be paused to keep away from redundancy. If rankings slipped (place 4 or decrease), adverts could be reactivated to keep up visibility.
Thus, a brand new technique was born: utilizing dwell natural search knowledge to manage paid search exercise, minimising cannibalisation and maximising effectivity.
Constructing the Software: The Technical Answer
The answer was constructed utilizing:
- An information supply:
We used SEOmonitor, a instrument already subscribed to by the Evoluted web optimization group, to drag day by day natural rankings for tracked key phrases. - Automation:
Information was extracted by way of SEOmonitor’s API into Google Sheets, up to date robotically each morning. - Integration with Google Advertisements:
A customized JavaScript answer pulled rating knowledge into Google Advertisements and used keyword-level labels to match paid key phrases with their corresponding natural rankings. - Set off Circumstances:
- If the natural rating was place 1-3, the associated search adverts have been paused.
- If it dropped to place 4 or under, the search adverts have been reactivated.
Additional Challenges To Overcome
- Matching Paid and Natural Key phrases:
Totally different match sorts and broader concentrating on in Google Advertisements meant guide verification was typically mandatory. - Limitations with Efficiency Max and Dynamic Search Advertisements:
As these campaigns don’t depend on conventional key phrases, they weren’t included within the preliminary rollout. Future updates are deliberate to deal with this.
The Outcomes: Far Past Expectations
The outcomes spoke for themselves:
- 113% improve in search income (vs the 25% goal)
- 27x Return on Advert Spend (ROAS), considerably outperforming earlier PPC efforts
- Increased conversion charges and web site engagement after the Shopify migration and focused site visitors enhancements
Maybe most significantly, the as soon as PPC-sceptic consumer grew to become an enthusiastic advocate for Evoluted’s use of Google Advertisements, praising their professionalism and ingenuity.
What’s Subsequent: A Roadmap for Future Innovation
Chris acknowledged that the preliminary answer was only the start. Primarily based on suggestions from award judges and their very own expertise, Evoluted is now engaged on an expanded roadmap:
- Efficiency Max & DSA Integration:
Utilizing automated damaging key phrase lists to manage PMax campaigns, Dynamic Search Advertisements and different “keywordless” concentrating on strategies. - Automated SERP Evaluations:
Adjusting thresholds dynamically as SERP layouts change (e.g., extra adverts, map packs, AI overviews). - System-Particular Changes:
Splitting rankings and bidding methods for cellular vs desktop customers. - Incremental Bidding:
As a substitute of a binary on/off for key phrases, regularly adjusting bids primarily based on natural place adjustments.
All of those enhancements are deliberate for future iterations of the free instrument Evoluted will proceed to supply to the general public – although full assist can be reserved for his or her purchasers.
Conclusion
Evoluted’s strategy for Puck Cease proves that with a sensible, data-driven technique, paid and natural search don’t need to be at odds. As a substitute, they will complement one another to drive progress with out cannibalisation. For those who’re interested in making an attempt this methodology your self, you’ll be able to fnd out extra about Evoluted’s SEOMonitor Adsync script at their web site.
Chris Ridley is Head of Paid Media at Evoluted. This text is predicated on a chat Chris offered at Hero Conf UK in Brighton, in April 2025.
