A classical concept of marketing is the 4Ps used to analyze your marketing mix: Product, Price, Place (or distribution), and Promotion (or marketing communications). They are also a great guideline to create your search marketing mix, both organic (SEO) and paid. Here is how to approach it:
For Product, create paid campaigns that are based on the essential keywords of your category and variations. Optimize your site for organic traffic creating content based on trends and relevant search intention. Keep your content updated and relevant.
When it comes to Price, adjust biddings of your Google Ads campaigns in a way that makes you competitive without overspending. Invest more in keywords with clear search intention. Use different match types performance to control your budget (broad and broad modified should not represent most of your spending). For organic, use schema markup to promote your pricing in search snippets.
In terms of Place, create Google Ads campaigns restricted to the geographical areas more relevant to your marketing distribution and add keywords like “near me,” “in my area” to your matches. Display campaigns allow you to broaden your “search distribution” strategy by selecting different placements. And use Google My Business to help with organic results of your location.
Promotion is the most essential to your marketing communication: apply it to your copy ads and your meta tags optimization. Use Social Media and link building to leverage your promotion strategy and acquire organic relevance.
Maximize your search marketing strategy by applying the 4Ps and find new opportunities in old campaigns.