SEO will become even more important for marketers that want to keep their branded content in SERPs, according to a recent Adobe report. After studying the effects of Google AdWords Enhanced campaigns, Adobe found that marketers are paying more for paid ad campaigns, an upward trend that's expected to continue.
In the past three months, CPC increased 6 percent. There are a number of factors contributing to the price hike, including Enhanced campaigns and developments in search engine marketing.
Perhaps another reason brands have embraced search marketing is that SEO is more complex than ever before, and it's difficult for brands to earn SERP real estate with basic content marketing strategies.
Brafton recently reported on a Google Webmaster Help Channel video that shared a similar message. Search Engineer Matt Cutts said the company is implementing more complex ranking signals in its ongoing efforts to improve users' experiences. This carries over into CPC on Google, which Adobe predicts will rise five to 10 percent on a year-over-year basis in the next two quarters.
To combat rising costs, marketers can reallocate resources to organic SEO practices. Brands often find that dedicating time and money to content marketing has a flywheel effect - it requires more on the front end, but builds momentum and generates results the longer it's in practice.
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