E-commerce Insights: Nine Popular Myths About Natural Search Marketing

As a general rule of thumb: Retailers with both strong natural and pay-per-click programs report a ratio of natural search revenues to paid search revenues from 0.8 to 1.2. When computing this ratio, remember to exclude revenues tied to your brand name, on both the natural and paid figures.

Tip: As a manager, don’t focus on the relative size of the two efforts. Instead, charge your marketing team to grow each program by appropriate percentages this year.