Bidding Against Yourself
It’s a common scenario: Your SEO team celebrates a #1 ranking for “Enterprise CRM”, while your Paid Media team celebrates a high CTR on the same term. Meanwhile, your CFO wonders why CAC is increasing.
The Unified SERP Strategy
You need to view the Search Engine Results Page (SERP) as a single battlefield.
- Brand Terms: Should you bid on your own name? Only if competitors are.
- High Intent: If you rank #1 organic, test pulling back spend. Does total traffic drop? Or does it just shift?
- Low Intent: Use paid to test messaging before investing in long-term SEO content.
Alignment Protocol
Weekly syncs between SEO and SEM leads are non-negotiable. Share search query reports and agree on “lanes” for each channel.