The double effect is achieved by simultaneously placing it in paid advertising and in search results. What will the user see in this case in response to their request? That's right, the site - both in organic results and in the advertising block. On a subconscious level, they will feel more trust in your site.
SEO and context in search results
According to Yandex research, it turned out that approximately 99% of advertisers significantly increase their CTR when placing ads in both organic search results and Yandex Direct simultaneously.
Read also:
What is CTR in advertising and how to calculate it?
Strategy #2: SEO → context
Within the framework of this strategy, several options can be identified.
1. Classic retargeting
Saw a site in SEO - didn't buy, got capricious → caught up with retargeting
Everything is simple here. You need to send an advertisement in pursuit of the audience that has appeared on the site.
For example :
A person entered the search query "tourist tent". He saw the site, went in, but did not buy anything. He left, but was immediately caught up by an advertisement with an offer.
Segments in Direct
2. Retargeting using transaction markers
Came in with a search query with the desire to buy - did not achieve the goal → catch up with retargeting with a special offer.
This type of queries is characterized by the presence of transactional marker words: "buy", "order", "price", "delivery", "inexpensive", "download", "checkout". Accordingly, we launch an advertising campaign of related offers with certain markers.
A person makes a search request: "order an inflatable boat". He bc data mexico phone number to the site, doesn't choose anything, leaves. An ad with boats for every taste appears after him.
Analysis of search queries in Yandex Metrica
3. Retargeting using branded markers
Came with SEO on the brand — did not buy → catch up with an offer to buy a related product of the brand. In this way, advertising will warm up interest in the brand.
For example :
The user entered the query "Xiomi phone". He got to the site, did not choose and left. He is caught up by an advertisement for a related product of the brand.