SEA - SEO Cannibalization Approach

Plug & Play System to test your organic and paid search synergy:
1. no setup time, just a decision;
2. full control and transparency;
3. incremental actions to minimize risk;
4. daily updated dashboard to monitor performance in terms of value gain, saved cost, extra clicks and other performance indicators.

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sea seo cannibalization approach

Value Gain & Saved Cost to Redistribute

With a SEA-SEO cannibalization test you will obtain extra organic clicks and you will save cost. The extra organic clicks will provide a value gain. The cost saved can be efficiently redistributed towards other campaigns.The selected candidates to test the organic and paid synergy are the queries that:
  • have an absolute top organic position
  • have a minimum of daily impressions
  • and also were being targeted by search ads
We test the hypothesis that if we pause these queries, we will have a significant increase in organic CTR, therefore in clicks, conversions and revenue. This is the way we test organic and paid synergy.

The SEA -SEO cannibalization tests can be activated manually or automatically. It is your choice.
what if you pause paid queries
Automatic SEA - SEO Cannibalization Approach for Search Incremental Results. Request Demo.

Automated Tests for SEA-SEO Cannibalization

One-off tests show the cannibalization tests have an important value gain and help SEO & SEA specialists gain more confidence about the matter of organic and paid synergy. If you are not convinced, you can start with this kind of tests.
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Automation is the next step allowing the true organic and paid synergy to take place without human intervention and SEA & SEO people to focus on important things.
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This is how the system works:
Identify SEA - SEO cannibalization candidates automatically
Automatically activate or inactivate the cannibalization candidates in Google Ads
Reporting overall search incrementality results as an always on strategy
You can activate the automated synergy tests as an always on approach. ClimbinSearch can act directly through API in your Google Ads account and reduce SEA-SEO cannibalization.
Automated Tests for SEA-SEO Cannibalization

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1. No setup time, just a decision

  • Turn the Automated Search Cannibalization Tests status to “Enabled”
  • Optionally, you can provide a list of keywords that will never be paused on Google Ads
  • You can stop running the Automated Tests at anytime by turing the status to “Disabled”
what if you pause paid queries

2. Full control and transparency

  • When the system is first started, it automatically creates a negative list (shared set) in the Ads account with search cannibalization candidates
  • The list of cannibalization candidates is named “CIS Automated A/B Tests Negative keyword list”
  • The list is assigned to all SEARCH campaigns
queries in the test are added to a negative keyword list

3. Incremental actions to minimize risk

  • The system automatically generate a list of 30 search cannibalization candidates at the beginning of each month
  • Every day, a new keyword from the candidates list will be paused on Ads by being added to the above mentioned list
  • The keyword is added with EXACT_MATCH attribute
  • The system keeps adding keywords to the negative list on a daily basis until the search cannibalization candidates list is consumed. This is repeated each month.
  • If a given paused keyword in the list does not meet the expected parameters, it is automatically reactivated on Google Ads
what if you pause paid queries

4. Daily updated dashboard to monitor performance 

  • Monitor the search cannibalization test progress on the dedicated section on portal.climbinsearch.com
  • Each search cannibalization candidate in the list has a series of metrics on which its performance will be measured, such as: expected CTR, expected Clicks, etc
Request Demo
automatic cannibalization tests for sea and seo
SEA-SEO Synergy Starter Plan: €99/mo. 1-Month Data Retention, Dashboards, Synergy Audit, Cannibalization Analysis, and Auto Data Categorization.
Pricing Plans

Technology, team, strategy

Two channels with a unified approach, through synergy

Technology

Integrate SEO and SEA data to generate visualizations, insights and automatic test scenarios with precise monitoring of actions.
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Know How

Digital Marketing, Data and Development experts united in a single team with the main objective of maximizing ROI.
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Strategy

Better use of insights to build integrated strategies based on an approach considering the entire consumer journey.
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4 Steps to Maximize Search ROI

Visibility across branded/non branded terms, visibility gaps between paid and organic, automatic categorization of user searches, category visibility across channels, define, map and monitor user searches on user decision journey and many more.
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1.

Setup and Initial
Pre-Audit

Consolidate paid and organic into a single data set / source of truth.
2.

Business Insights Enrichment

Fine tune categorization of user searches with training data or rules, define CDJ.
3.

Build tests for incremental growth

Automatically generate test ideas based on account performance.
4.

Monthly Measure & Learn

Ready to use reports to track search synergy progress and performance.

What Clients Say About Us

We love genuine feedback and going beyond just business.
What we loved in our first year of collaboration: reactivity, partnership, automation, always come with new ideas, super fast and talented, hybrid vision between business & technical, smile & good mood."
iProspect France
Capucine Even & Manal Ettoubaji
One Viz Team
"ClimbinSearch is one of the three pillars that differentiate us in the Romanian market. It helps us develop strategies, synergies and win digital media pitches. It also helps us build, measure and learn from synergy tests."
Digital Climbers
Loredana Neagu
Head of Paid Media
"We brought innovation in our search approach by bringing in ClimbinSearch. The tool allowed the team to come up with a different approach and gave us the possibility to discover the synergy between paid and organic."
Groupe Seb Romania
Laura Birzu
Digital Manager Romania

Who Works With Us?

Innovative brands, agencies, and e-commerce businesses work with us to leverage cutting-edge marketing technologies, optimize campaigns, and boost sales through data-driven insights and targeted strategies.

Climb with us

Please fill in the form in order to get in touch with us. We are really happy for your interest in ClimbinSearch, especially that we developed some interesting features in the past few months for search cannibalization and reporting.
We will contact you to schedule a 30 minutes call where we can show you our product highlights. We are in GMT+3 time zone, you can specify some available timeslots.
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