Prior to Google's Pay Per Click (PPC) quality score system, there was a certain freedom when it came to adding and removing search terms over the course of a natural SEO campaign which was also combined with an integrated PPC campaign. For instance, if it was felt approprate following further analysis that a search term should be replaced on a page in the natural campaign, there would be no collateral damage to the PPC campaign.
Not any more! Teamwork is now the order of the day for all medium to large SEM agencies. Why? Many medium to large SEM agencies currently organise themselves along the lines of teams who specialise in one particular discipline eg natural search, PPC or link building and social media. Following the roll out of Google's PPC quality score system, it is essential now that any ongoing search term analysis for the natural search part of the campaign now takes into account Google PPC quality score. For example, if a term is removed from a page on the natural search campaign, in theory, it could adversly affect the Google PPC quality score if an advert is running incorporating that same search term. To quote from Google "Quality Score for minimum bid is determined by a keyword's clickthrough rate (CTR) on Google, the relevance of the keyword to its ad group, your landing page quality, your account's historical performance, and other relevance factors."
It goes without saying of course that any integrated natural search and PPC campaign should always be planned carefully taking into account the specific objectives of the campaign and be closely monitored. However, gone are the days when both natural search and PPC can run independantly of each other should amendments be made to the natural search part of the campaign!
Ps Can you spot me in the crowd?
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