Application of Organic and Paid Search in Audience Targeting

Pancheva Yana () and Marinova Mariana ()
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Pancheva Yana: University of Economics, Varna, Bulgariа
Marinova Mariana: University of Economics, Varna, Bulgariа

Proceedings of the International Conference on Business Excellence, 2025, vol. 19, issue 1, 1051-1061

Abstract: This paper examines how Search engine optimization (SEO) and Pay-per-click (PPC) interact and complement each other. Search engine optimization is a slow but effective process that gives results and provides organic traffic, while Pay-per-click (PPC) gives quick results and generates potential conversions in a much shorter time frame. The paper looks at how two radically different marketing approaches would interact most effectively when they work together. We’ll also look at how search engines play a crucial role in targeting audiences by analyzing user behavior. Search engine optimization and Payper-click contribute to this process by collecting data on user behavior, keywords and above all by directing potential customers to products, services or information. Audiences are created and organized after the search engine has collected data from user behavior after SEO and Paid search have worked and collected data. Users often utilize Search Engines to find information, the best price, the best shop, and so on. Customers, reach what they want with keywords. This paper best practices and how both approaches would work for a given business. It paper also presents different viewpoints of different authors and gives positive or negative opinions on the topic. Including what are the best practices for using PPC and SEO and exploring how they would work best for businesses and how research results show that the combination of the two methods leads to increased conversions and increased ROI. This research also provides recommendations for the development of Digital Marketing strategies tailored to individual business needs that have been proven to significantly improve the online presence of a given business in the online space.

Keywords: search engine optimization (SEO); organic search; pay-per-click (PPC); audience; targeting (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:poicbe:v:19:y:2025:i:1:p:1051-1061:n:1010

DOI: 10.2478/picbe-2025-0083

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