In the world of search marketing there has always been a question over the value of paying to appear for keywords that you already have strong organic coverage for. Marketers simply don’t know for certain how much paid search cannibalises what they would have got from their organic listings.

The reason for this is that understanding the incremental value of paid search is far from easy. Several factors impact upon the incremental value delivered by paid search – a band’s position (both in paid and organic), the number of competitors, the device someone is using, and many others – what’s more these factors are always changing as competitors change their own strategies.

We developed Seamless Search to give marketers confidence in where they should and should not be paying for search terms. Our platform uses machine learning to assess hundreds of thousands of factors, at a keyword level, to understand the true value of paid search activity.

The platform then uses this insight to automatically adjust paid search keyword bids to ensure that brands appear in an optimal position based on their current organic search performance.

Our projections show that Seamless Search could deliver significant incremental value for our clients with average conversion uplifts of between 16% to 25% and delivering staggering revenue numbers.l or physiological quantifications of color, however, do not fully explain the psychophysical perception of color appearance.