Key Takeaways

1. The Total Search Challenge:

   • Questioning the value of paid search vs. organic
   • Total Search refers to the collective output of Text Ads, Shopping & Organic
   • Isolated search management leads to wasted ad spend and missed opportunities

2. Solving for Total Search:

   • Focus on the overlap between paid and organic listings
   • Optimize towards Total Search Profits instead of individual Paid & SEO KPIs
   • Develop a machine learning bid strategy that factors in Organic performance

3. Data Challenges and Solutions:

   • Need to understand revenue contribution of Organic at individual query level
   • Build a system to model organic revenue data and map it to paid data
   • Use Machine Learning to find optimum bids for maximum incremental returns

4. Benefits for SEOs:

   • Put monetary value to organic ranking improvements
   • Understand how competitor paid strategies affect your SEO
   • Identify areas of opportunity for optimization

5. Importance in Current Search Landscape:

   • Google's push towards AI-driven strategies (PMax, Broad Match) increases risk of cannibalization
   • Recent SERP updates make efficient management of paid and organic more crucial

6. Success Stories:

   • Case study: Superdrug achieved 102% higher total ROAS and 50% lower total CPC
   • Observe incrementality growth in Marketing Mix Models (MMM)

Action Items

1. Link Up Search Console to Google Ads:

   • Utilize the tools Google provides to gain insights into total search performance

2. Isolate Top SEO Terms in Paid Search:

   • Create exact match keywords for high organic volume terms
   • Negative these keywords from other campaigns to prevent cannibalization

3. Familiarize Yourself with Paid + Organic Reports:

   • Use these reports to track total clicks over time and gain a view of total search performance

4. Design and Implement Tests:

   • Adjust paid strategy and monitor total click volumes over time for each keyword
   • Develop an approach to deliver better total search value

5. Consider Implementing a Total Search Solution:

   • Look into tools or platforms that can help manage paid and organic search in unison
   • Evaluate the potential for using machine learning to optimize bids based on total search performance

6. Stay Informed and Seek Further Information:

   • Access the speaker's (Max Flajsner) presentation slides for more details
   • Consider requesting a personalized forecast or accessing success stories from Incubeta
   • Subscribe to relevant newsletters to stay updated on Total Search strategies

Remember: The key to success in the current search landscape is to optimize for total search performance, leveraging both paid and organic channels in a unified strategy. This approach can lead to significant improvements in ROAS, CPC, and overall search profitability.