WEBVTT

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Is every result on a search page a paid advertisement?

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Organic listings and labelled ads are different types of search result.

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Know which channel you are measuring.
6 organic and paid search basics.

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Organic listings are unpaid
Their placement is determined by search systems rather than an ad payment.
Unpaid listing · Search relevance · Search systems

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Advertisements are paid placements
Ads can appear with a label identifying them as advertising.
Advertising system · Ad placement · Visible ad label

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Ads do not buy organic rank
Paying for ads does not purchase a higher organic position.
Separate systems · No bought organic rank · Different placements

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Both need a useful destination
The visitor still needs a relevant page after clicking.
Relevant landing page · Clear information · Working next step

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Keep the reporting distinct
Use appropriate reports to understand each traffic source.
Organic performance · Paid campaign results · Clear report scope

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Review customer outcomes
Compare useful enquiries or other defined actions with the effort involved.
Relevant visitors · Useful customer actions · Ongoing review

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Your checklist
Organic listings are unpaid · Advertisements are paid placements · Ads do not buy organic rank · Both need a useful destination · Keep the reporting distinct · Review customer outcomes

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Measure each channel against the same useful customer goal.
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