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Less is More for a B2B in AdWords: Tips…

  • May 1, 2018October 19, 2018
  • by Gradiva Couzin

Whenever we take over a paid search campaign for a niche B2B company, I visualize us donning overalls and knee-high rubber boots and heading in with a high-power hose. There’s always a ton of crud to clean out!

We’ve worked on ad campaigns for B2Bs including insurers, legal service providers, equipment manufacturers, and creators of software/SAAS for things like HR and document management. We’ve always found that removing bad clicks is a highly effective way to improve ROI. It’s all about the targeting.
Read more “Less is More for a B2B in AdWords: Tips to Improve Your B2B Ad Targeting” →

Ask an SEO: If I Have Top Organic Ranks,…

  • February 23, 2018February 23, 2018
  • by Gradiva Couzin
Q: We are spending a lot of money monthly on AdWords for our brand name, even though we have a #1 rank in Google for the same words. Aren’t we just throwing that money away, because the same people would click on our  non-paid listing if the ad wasn’t there? Is there any research on this question?

A: We’re often asked this question! I think we have an especially good vantage point for it, because we provide both organic SEO and paid search management services, rather than just one or the other. Like so many SEO questions, the answer is, “it depends.”

The general SEO/SEM industry consensus is that you will see an increase in traffic by including AdWords sponsorship, even when your site has top organic ranks for the same keyword. In our experience, this is generally true. Paid search results are very prominent and growing more so, especially in mobile screens. In some cases, even a #1 organic rank is pushed out of the first screen of mobile search results, so the only way to have a prominent Google spot is with a paid ad.
Read more “Ask an SEO: If I Have Top Organic Ranks, Can I Turn Off AdWords?” →

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Who We Are
Gravity Search Marketing was formed in 2006 as a partnership between Jennifer Grappone and Gradiva Couzin. Gravity’s clients include Fortune 500 companies, global entertainment brands, niche B2Bs, large and small retailers, and non-profits.
As SEO industry veterans, Couzin and Grappone co-wrote Search Engine Optimization: An Hour a Day (Wiley, 2006, 2008, 2011) and Five Stars: Putting Online Reviews to Work for Your Business (Wiley, 2014), and enjoy sharing their expertise in speaking engagements and press interviews. 
Gravity's small, talented team has expertise in analytics, paid search, social media and technical SEO. Gravity team members are located throughout California, in Los Angeles, Sacramento, and the San Francisco Bay Area.

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