Optimizing E-Commerce Strategy:
Balancing Organic and Paid Search
E-Commerce
Problem
Desire to understand organic and paid search cannibalization
Questions about which keywords perform better in paid ads vs. organic
Aim to optimize campaigns based on this analysis
Existing Google Ads report was inadequate
Lacked comprehensive analysis capabilities
Limited flexibility for deep analytical needs
Solution
Established a Google BigQuery project
Set up data ingestion pipelines from Google Ads and Search Console
Merged data from both sources using advanced SQL techniques
Developed a detailed report in Power BI
Incorporated advanced visualizations and user-friendly filters
Enabled features for cross-account comparisons and view switching
Considered typo adjustments in brand names for accurate analysis
Results
Delivered a robust SEO dashboard
Provided insights for identifying keyword-level improvement opportunities
Highlighted keywords causing excess paid spend over organic results
Showed instances where paid search ads were too expensive
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